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Our analysis reveals that representations of the army hero combine traits, symbols, and images of the Magician, Warrior and King archetypes. \u2018Archetypal blending\u2019 is theorised in order to understand the mythological complexities of modern heroism, which expands the individually centred Hero\u2019s Journey through references to a collective journey and collective responsibility. This study advances theoretical insights into how advertising blends narratives of heroism and other mythical archetypes to remain meaningful to multiple audiences - balancing the reproduction of conventional views of military heroism with representations that reflect changing societal values. <\/jats:p>","DOI":"10.1177\/14705931221141732","type":"journal-article","created":{"date-parts":[[2022,12,14]],"date-time":"2022-12-14T15:23:06Z","timestamp":1671031386000},"page":"141-162","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":12,"title":["The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising"],"prefix":"10.1177","volume":"23","author":[{"given":"Darren","family":"Kelsey","sequence":"first","affiliation":[{"name":"School of Arts and Cultures, Newcastle University, Newcastle upon Tyne, UK"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4243-0119","authenticated-orcid":false,"given":"Natalia","family":"Yannopoulou","sequence":"additional","affiliation":[{"name":"Newcastle University Business School, Newcastle University, Newcastle upon Tyne, UK"}]},{"given":"Andrea","family":"Whittle","sequence":"additional","affiliation":[{"name":"Newcastle University Business School, Newcastle University, Newcastle upon Tyne, UK"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4209-8512","authenticated-orcid":false,"given":"Teresa","family":"Heath","sequence":"additional","affiliation":[{"name":"School of Economics and Management, University of Minho, Braga, Portugal"}]},{"given":"Artyom","family":"Golossenko","sequence":"additional","affiliation":[{"name":"Newcastle University Business School, Newcastle University, Newcastle upon Tyne, UK"}]},{"given":"Ana Maria","family":"Soares","sequence":"additional","affiliation":[{"name":"School of Economics and Management, University of Minho, Braga, Portugal"}]}],"member":"179","published-online":{"date-parts":[[2022,12,14]]},"reference":[{"key":"bibr1-14705931221141732","volume-title":"Heroes: What They Do and Why We Need Them","author":"Allison ST","year":"2011"},{"key":"bibr2-14705931221141732","doi-asserted-by":"publisher","DOI":"10.1111\/jtsb.12094"},{"key":"bibr3-14705931221141732","volume-title":"Handbook of Heroism and Heroic Leadership","author":"Allison ST","year":"2017"},{"key":"bibr4-14705931221141732","doi-asserted-by":"publisher","DOI":"10.2307\/25094776"},{"key":"bibr5-14705931221141732","volume-title":"Mythologies","author":"Barthes R","year":"1993"},{"key":"bibr6-14705931221141732","doi-asserted-by":"publisher","DOI":"10.4324\/9781351128544"},{"key":"bibr7-14705931221141732","volume-title":"The New Heroine: Female Characters in Contemporary Film and Television","author":"Bassil-Morozow H","year":"2021"},{"key":"bibr8-14705931221141732","doi-asserted-by":"publisher","DOI":"10.1037\/0003-066X.59.3.163"},{"key":"bibr9-14705931221141732","doi-asserted-by":"publisher","DOI":"10.1080\/0007131032000045905"},{"key":"bibr100-14705931221141732","unstructured":"Budweiser (2014) Every soldier deserves a hero's welcome. 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