Metaphor in the marketplace

Hirschman, Elizabeth C.

doi:10.1177/1470593107080343

Cited by 47 publications

(44 citation statements)

References 42 publications

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“…Indeed, these criteria are very close to the specific elements that clearly contribute to the metaphoric meaning of a hygiene product that is available on the market (verbal prose, visual images, shape, color and scent) and were also identified by Hirschman [17]. Metaphors induce a specific way of thinking and acting towards a product when used as a marketing strategy.…”

Section: Methodsmentioning

confidence: 60%

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Why People Drink Shampoo? Food Imitating Products Are Fooling Brains and Endangering Consumers for Marketing Purposes

et al. 2014

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A Food Imitating Product (FIP) is a household cleaner or a personal care product that exhibits food attributes in order to enrich consumption experience. As revealed by many cases worldwide, such a marketing strategy led to unintentional self-poisonings and deaths. FIPs therefore constitute a very serious health and public policy issue. To understand why FIPs are a threat, we first conducted a qualitative analysis on real-life cases of household cleaners and personal care products-related phone calls at a poison control center followed by a behavioral experiment. Unintentional self-poisoning in the home following the accidental ingestion of a hygiene product by a healthy adult is very likely to result from these products being packaged like foodstuffs. Our hypothesis is that FIPs are non-verbal food metaphors that could fool the brain of consumers. We therefore conducted a subsequent functional neuroimaging (fMRI) experiment that revealed how visual processing of FIPs leads to cortical taste inferences. Considered in the grounded cognition perspective, the results of our studies reveal that healthy adults can unintentionally categorize a personal care product as something edible when a food-like package is employed to market nonedible and/or dangerous products. Our methodology combining field (qualitative) and laboratory (behavioral and functional neuroimaging) findings could be of particular relevance for policy makers, as it can help screening products prior to their market release – e.g. the way they are packaged and how they can potentially confuse the mind of consumers – and therefore save lives.

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Section: Methodsmentioning

confidence: 60%

“…Indeed, “ marketers contribute to the stock of marketplace metaphors through both packaging and advertising ” ([17], p.232). The conceptual metaphor theory therefore seems to be a good candidate for the investigation of the rationale behind the marketing of FIPs.…”

Section: Introductionmentioning

confidence: 99%

Why People Drink Shampoo? Food Imitating Products Are Fooling Brains and Endangering Consumers for Marketing Purposes

et al. 2014

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“…So, for example, Hirschman (2007), in her analysis of the strategic use of metaphors in the marketing of hair-care products, quotes approvingly the work of cognitive anthropologist Steven Mithen wherein he posits that the human tendency to anthropomorphism is the result of an evolution in early human cognitive ability that enabled our ancestors to think metaphorically, 'to "map across" behavioural domains, taking patterns learned in one and transferring them to other, novel domains' (p. 230). From this perspective, ascribing human characteristics to animals allowed us to create workable, valuable heuristics for our relationships with them.…”

Section: Interpretations Of Anthropomorphismmentioning

confidence: 97%

“…At one level it draws attention to itself, signifying difference, and yet at another level it encourages the recognition of resemblance and familiarity. In that it partakes of the larger characteristics of metaphor, any analysis of the phenomenon must be aware of the culturally-grounded and experiential facets of its construction (Hirschman, 2007). Metaphors and allegories (and therefore fables) depend for their power on shared cultural and experiential knowledge that allows an audience to transfer characteristics from a source to a target domain.…”

Section: Animals and Marketingmentioning

confidence: 99%

Deconstructing the meerkat: fabular anthropomorphism, popular culture, and the market

Miles

Ibrahim

2013

Journal of Marketing Management

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In this paper we attempt to create an understanding of fabular anthropomorphism of particular relevance to marketing communication.Through an examination of the religious, anthropological, rhetorical and marketing literature on personification and anthropomorphism we arrive at six principles that characterise the use of animals as symbols in instructional storytelling. We then examine the applicability of these principles by investigating the way in which meerkats have recently been used in popular culture and marketing communication. We find that our proposed definition of a marketing-orientated fabular anthropomorphism is broadly applicable and is helpful in understanding why certain anthropomorphic depictions will resonate with audiences and others will not. Summary statement of contributionThis research proposes a set of principles that help us to understand the way in which fabular instantiations of anthropomorphism can be successfully used in marketing communication. It presents a case study that demonstrates the applicability of the findings.

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“…Dennis and Macaulay, 2007). Thoughtfully crafted musical metaphors may allow marketplace participants to identify overlaps, gaps, niches and repositioning opportunities (Hirschmann, 2007). Metaphorical juxtaposition of ideas through musical metaphor stimulates the development of new marketing theory and encourages imaginative solutions to marketing problems (Oakes, 2009).…”

mentioning

confidence: 99%

Ubiquitous music

2014

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The task of guest editing this special issue of Marketing Theory entitled Ubiquitous Music proved to be a fascinating learning experience that conveyed to the guest editors not only the authors' depth of theoretical understanding but also a sense of their enjoyment and intellectual curiosity with the process of musical consumption. Although it was a challenging task to reduce our longlist and subsequent shortlist of manuscript submissions to just four published articles, our eventual decision was unanimous.Kerrigan, Larsen, Hanratty and Korta's article uses a diary study of seven runners, interviews prior to and shortly after diary completion, along with netnographic data from an online running forum to examine the role of music for the amateur running community. Their analysis of the musicalisation of running contributes to academic knowledge regarding the nature of hedonic and experiential consumption. They discuss how music elicits emotions for the runners that allow them to create distracting and inspiring soundscapes. Three emergent themes from their research include (1) musical technologies of escape, (2) music, meaning and escape and (3) music, hedonic consumption and escape.Eckhardt and Bradshaw's article considers how the licensing of music to advertising may be regarded as the ultimate sellout by musicians and fans. An alternative perspective would view such licensing as a great opportunity for musicians to gain access to mainstream markets. Their discussion of music in advertising identifies the cultural clash between the Bohemian ideology of music as a revered art form and the commodification of musical production. It uses the marriage metaphor to explore the inherent tension in the relationship between music and advertising,

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Metaphor in the marketplace

Cited by 47 publications

References 42 publications

Why People Drink Shampoo? Food Imitating Products Are Fooling Brains and Endangering Consumers for Marketing Purposes

Why People Drink Shampoo? Food Imitating Products Are Fooling Brains and Endangering Consumers for Marketing Purposes

Deconstructing the meerkat: fabular anthropomorphism, popular culture, and the market

Ubiquitous music

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