Myth

Looking at myth in ads at first seemed like an impossible task, only rarely do they have anything to do with myths. However, after looking at hundreds to try to find any, I realised there are more mythologies than just the classic Greek-style ones. Everyday myths occur in ads more often, but are still quite difficult to spot. 
One ad I found a 'myth' in is the poster for Elizabeth Arden's perfume 'Splendor'. As ideology is myth, I think that this ad shows a myth which is clearly linked to the layout and style of the ad which makes it effective. 
The poster makes a parody of classical film posters such as 'Casablanca', which is suggestive of a Hollywood romance ideology. This ideology refers to fairytale romances, with heroic men and swooning women, which is the kind of relationship which some women may want. This is shown by the composition, and also the poses and style of the figures in the ad. The hairstyle of the woman looks quite 40's, suggesting the classic Hollywood style. This suggestion of Hollywood romance, as well as associated traits such as elegance and beauty, are transferred to the product.

Another ad I looked at was the Givenchy 'Organza' perfume print ad. This shows a woman in a desert wearing a classical white column dress which has connotations of Egyptian or Greek history. As it is the desert, it is more likely to hint at Egyptian myths, and could be denoting Cleopatra, a well-known beauty. Through Cleopatra, it could also be showing the Egyptian goddess Isis, who was the goddess of motherhood and nature, represented the ideal mother and wife and was also the patroness of nature and magic. This ideology of the perfect wife and mother could be transferred to the product. Also, Isis means 'she of the throne', and with the end line 'slip into luxury', there are connotations of royalty and luxury.