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Thorpe, Judie Mosier – 1987
Applying knowledge of myth to the milieu of commercial television programming, this paper focuses on the way myth was generated in an advertising campaign that featured Lee Iacocca, chief executive officer of Chrysler Corporation, during the period of 1979-1982, when Chrysler moved from the edge of bankruptcy to financial stability. After…
Descriptors: Administrators, Advertising, Business, Commercial Television
