The Role of Metaphor in Marketing


Add to cart
Essay #: 055878
Total text length is 9,205 characters (approximately 6.3 pages).

Excerpts from the Paper

The beginning:
The Role of Metaphor in Marketing
Advertising is pervasive in our society. It is so pervasive that we rarely think about it. However, advertising is full of sign, symbols and metaphors that attempt to change the way we think and behave.
In order to explore the deeper meaning of advertising we will examine a particular advertisement. The advertisement that will be examined is an advertisement for
power drink. A copy of the advertisement is attached to this essay as appendix 1.
This essay will examine the use of metaphor within this advertisement. It will argue that the metaphors are being used to suggest that that this power drink will get you sex and make you cool by linking you to the
. In other words they are saying...
The end:
.....ueness” in Journal of Consumer Research,
, Vol.28, Iss.1, June: 50-66.
, Marcel(2008), Language, Society, and Culture, Canadian
Scholars Press, Toronto.
, Basil and Solomon, Michael(1995)“To be or not to be” in
Journal of Advertising, Vol.24, Iss.1: 13-29.
Harrison, Neil E. (2001), “All Consuming Desire: Advertisers prey on our sexual insecurities to mass-market products
and services” in Alternative Journal, Waterloo: Summer,
Vol.27, Iss.3: 24-26.
and Jermyn, Leslie(2005), Haiti,
Cavendish International.
, Dexter R. Bird,
D.P. (2009), “What African
American Male Adolescents Are Telling Us about HIV Infection among Their Peers” in Social Work, Vol.54, Iss.3,
Jul: 201-211.