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Marketing Metaphors and Metamorphosis

2008-08-01 Business & Economics
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Release : 2008-08-01
Genre : Business & Economics
Kind : eBook
Book Rating : 538/5 ( reviews)

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Book Synopsis Marketing Metaphors and Metamorphosis by : P. Kitchen

Download or read book Marketing Metaphors and Metamorphosis written by P. Kitchen. This book was released on 2008-08-01. Available in PDF, EPUB and Kindle. Book excerpt: Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.

Marketing Metaphoria

2008-05-06 Business & Economics
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Release : 2008-05-06
Genre : Business & Economics
Kind : eBook
Book Rating : 975/5 ( reviews)

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Book Synopsis Marketing Metaphoria by : Gerald Zaltman

Download or read book Marketing Metaphoria written by Gerald Zaltman. This book was released on 2008-05-06. Available in PDF, EPUB and Kindle. Book excerpt: Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success. Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"-- that shape what people think, hear, say, and do. Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.

Multimodal Metaphor and Metonymy in Advertising

2017-12-15 Language Arts & Disciplines
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Release : 2017-12-15
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 678/5 ( reviews)

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Book Synopsis Multimodal Metaphor and Metonymy in Advertising by : Paula Pérez Sobrino

Download or read book Multimodal Metaphor and Metonymy in Advertising written by Paula Pérez Sobrino. This book was released on 2017-12-15. Available in PDF, EPUB and Kindle. Book excerpt: Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.

Brands and Branding

2016-08-17 Business & Economics
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Release : 2016-08-17
Genre : Business & Economics
Kind : eBook
Book Rating : 047/5 ( reviews)

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Book Synopsis Brands and Branding by : Stephen Brown

Download or read book Brands and Branding written by Stephen Brown. This book was released on 2016-08-17. Available in PDF, EPUB and Kindle. Book excerpt: A fun and humorous introductory book, written in Stephen Brown′s entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

2018-09-28 Business & Economics
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Release : 2018-09-28
Genre : Business & Economics
Kind : eBook
Book Rating : 792/5 ( reviews)

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Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela

Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela. This book was released on 2018-09-28. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

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