Entertainment, advertising and fashion: Greek mythology today

Entertainment, advertising and fashion: Greek mythology today

THE Greek mythology it started, in fact, with a religious bias and its existence serves, until today, to explain some characteristics of the human essence.

The prayers and offerings made to the Olympian gods are very similar to current religious practices and, many times, they served to explain the unexplainable of the time and even comfort people in bad times.

This mythology has become very popular around the world and has stood for centuries and centuries, but how is it represented today?

Greek mythology in everyday life

Greek Mythology

Greek mythology has its roots in ancient polytheistic Greece. Worshipers of different gods, they had no sacred scriptures and the main sources of their existence date from the 8th century BC, and were written by Hesiod and Homer. The first narrates the origin and history of the Greek gods and the second, the great events involving gods and heroes.

One of the most notable characteristics of the Greek gods is that they have many human aspects, which made them just as imperfect. Feelings such as love, anger and jealousy were common among them and have already been the starting point of several tales that make up their mythology.

The list of gods is extensive, but the main ones, gods of Olympus, were composed of Zeus (the king of the gods), Hera (protector of weddings), Apollo (god of light, poetry and music), Athena (goddess of wisdom), Aphrodite (goddess of love and beauty), Ares (god of war), Poseidon (god of the sea), Hephaestus (god of fire), Artemis (goddess of the hunt), Hestia (goddess of the heart and the sacred flame ), Demeter (goddess of agriculture) and Hermes (messenger). In addition to them, Hades (god of hell) and Dionysus (god of wine) are also highlighted.

Greek gods

Descendants of these gods with mortal humans, there are still several heroes who are part of Greek mythology. Called demigods, the highlights are Heracles (called Hercules in Roman mythology), Achilles, Oedipus, Agamemnon, Menelaus and Ulysses.

Often, Greek mythology still merges with Roman mythology, changing only a few names, but telling the same stories and, therefore, this category can be called Greco-Roman mythology.

However, as time passed, Greek mythology lost its religious value and acquired great artistic significance. Sandro Botticelli, for example, when he painted (equivalent to Aphrodite) in the 15th century, he did not see the goddess as a divine entity, but as an aesthetic ideal of beauty.

This ideal of beauty has been perpetuated to the present day as an objective of traditional arts to be achieved, a great aesthetic purity, with several details and based on many anatomy studies.

In this way, the representations of the gods over the years, often muscular and with a powerful and firm posture, soon consolidated themselves in the collective imagination as a way of representing the strength and greatness of something or someone.

Design and advertising

Nike is a perfect example of how Greek mythology can be inserted today. The brand name itself is inspired by the goddess Niké, who personifies victory, strength and speed. The definition of this goddess basically explains what the brand is and strengthens its position in the market and in the imagination of its target audience. The Nike symbol is inspired by both movement, one of the company’s concepts, and the wings of the goddess Niké.

In addition, in various advertising campaigns, not only from Nike, but from various sporting goods companies, and even from perfumes and food, use the Greek aesthetic ideal to exalt the strength and potency of a certain product or the brand itself and the elevation – and even the transcendence – of those who consume it.

Following this line, a few years ago, Pepsi made an advertisement with Beyoncé, Britney Spears and P! NK singing, of the band Queen, in which the singers are in an arena and are being assisted by a ruler who has in his I have several cans of soda. The fight should be fought between them, but as soon as the gates are opened, women drop their weapons and begin the performance.

At the end of the song, the cans of the ruler fall in the middle of the arena and all drink, showing that. Despite being inspired by Roman culture, the propaganda is full of references to Greek mythology, such as the fighters’ clothing and their weapons.

Fashion

The presence of Greek mythology is still very strong in the fashion sphere. Entire collections and even brands by famous designers are inspired by characters and tales.

The greatest example of Greek mythology in fashion is still Versace, whose own logo is the head of Medusa – a famous figure for snakes that replace her hair – with adornments of Classical Art. Therefore, it would make sense that many of the brand’s products – accessories, perfumes, makeup, decoration accessories and clothes – were inspired precisely in Greek mythology, with many details that refer to the representations of characters and the works of the time.

versace medusa

A famous figure who used inspiration in the Greek ideal of beauty was Madame Grés, famous for her drapes, whose dresses were compared to Greek sculptures. It serves as inspiration for major fashion brands to this day, like Prada, which uses drapes to compose visuals influenced by the aesthetics created by Greek mythology.

Who received prominence in the last months for dressing following this style was Marcela McGowan, from BBB20, both in the program and in her rehearsal after her departure from.

Entertainment

Now the list is long: there is no shortage of elements in pop culture that are inspired by Greek mythology.

Starting with the comics, of which the most popular are some from DC Comics, such as Wonder Woman who, in some editions, is considered the daughter of Zeus, and Aquaman, whose history mixes Greco-Roman mythology with the legend of Atlantis. In addition to them, there is Marvel’s Black Phoenix, inspired by the myth of the Phoenix, a firebird that has the ability to be reborn from the ashes. Vertigo also invested in characters with references to the theme: Sandman, or Sonho, is based on a typical hero of Greek tragedies.

On the literary level, who stands out is Rick Riordan with his series of books by Percy Jackson, a character inspired by the demigod Perseus. Adapted for children and teenagers, the saga tells the story of young Percy who finds himself a demigod and goes to a camp to train his skills. Like any action plot, there are several moments of tension, but with several comic reliefs. Rick Riordan also launched, in the future, another series of books in the same universe of, but focusing on other characters.

With the success of the saga, two films were shot, based on the first () and the second book (), but in the cinematographic medium it did not work.

But in addition to these two films, there is still a large selection of cinematographic works inspired by Greek mythology. , for example, was launched for the first time in 1981, with several effects in, and was re-recorded in 2010, with greater technological resources.

A much-appreciated feature that tells the story of demigods was also released by Disney: (Heracles, as previously mentioned). With some changes in history, the company introduced and popularized the theme in different age groups.

Off-screen, Netflix announced that in 2020, it will launch the British series, which brings a contemporary look to Greek mythology, with themes covering gender politics, power and life in the underworld. The project is being described by the creator as grandiose, on the same scale as.

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Still in audiovisual, we have the universe of, which opened up one of the most popular game series in recent years:. The plot is entirely based on Greek mythology (and later passes through Nordic mythology), including its logo, in which the Greek letter “Omega” is in evidence. Like other works of entertainment, the game was a gateway to interest in this culture for many of the users who decided to venture out.

In the musical context, Greek mythology is mentioned both in the lyrics of the compositions and in their clips. ABBA is one of the bands that has already composed a song with direct reference to one of the narratives of Greek mythology, which tells the story of Cassandra and her twin brother Heleno who, after having their ears sensitized by snakes, were able to hear the voices of the gods. Cassandra receives the gift of prophecy, but in the future, she is cursed so that nobody believes her predictions and she pretends to be crazy.

Iron Maiden is also on that list, with, telling the story of Icarus and Daedalus. Both are in a maze built by Dédalo and Ícaro decides to build a pair of wings to get out of there. Contrary to the original story, the song follows a narrative in which Ícaro is encouraged by Dédalo to fly closer to the sun until he realizes that he has been betrayed and falls towards death.

More recently, the movement that has made many references to Greek mythology is k-pop. SF9 is a South Korean group that released, in 2019, an album called. In the main strip, there is a contemporary reinterpretation of the Narcissus tale, exchanging the lagoon for a swimming pool.

Another group that makes clear reference to Greek tales is A-JAX, whose own name is inspired by the warrior Ajax, Achilles’ cousin. Channeling this ancient hero, A-JAX used the concepts of strong and fearsome in their debut music, whose clip is set in a setting similar to a Greek temple.

Psychology

Many tales from Greek mythology still inspired analyzes of psychology. Sigmund Freud used the tale of Oedipus, who after killing his father, marries his mother to formulate what he called Oedipus complex, which is characterized, throughout the growth of a male child, by the strong attraction for the maternal figure and aversion to the father figure. In addition to him, Carl Jung explains the psychological importance of myths for the interpretation of the world.

Thus, when these two thinkers turned to modern soul research and approached classical mythology to explain their theories, they gave a new interpretation to the old myths, allowing countless interpretations and giving even more meaning to what was created millennia ago, as well like all the areas that this text went through, absorbing and adding content about Greek mythology.

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