LAUSR

ABSTRACT Many advertising and marketing communication creative executions imply that the brand can act as a doorway into a new identity, and hence, a new and more satisfying life, but this type of appeal has not hitherto been adequately observed or theorised. In order to address this gap this paper draws on anthropological theory to establish a new category of advertising and brand marketing appeal, the liminoid appeal. Liminoid experiences are those in which constraints on personal and social identity are temporarily suspended and identity is opened up to transformational possibilities. Unlike the more widely noted liminal experiences, liminoid experiences are not dependent on ritual process and can be indulged in voluntarily, repeatedly, and for fun. The paper integrates a theoretical review with a selection of case exemplars to illustrate the novelty, salience and contribution of the liminoid appeal. We add the cautionary note that, while the liminoid appeal resonates powerfully with consumers because of its ostensibly liberatory and self-actualising potential, on a social level the proliferation of such appeals could contribute to rising social disharmony and psychological distress. The paper concludes with implications for practice, research and policy.