Culture and metaphors in advertisements: France, Germany, Italy, the Netherlands and the United States

Pamela K. Morris

Culture and metaphors in advertisements: France, Germany, Italy, the Netherlands and the United States

School of Communication

Research output: Contribution to conference › Presentation

Abstract

Using a content analysis of 87 French, German, Italian, Dutch and American magazine ads, variations in metaphors and cultural attributes were examined from culture-bound groups: food/beverages, automobiles, insurance/finance, and personal care. Findings provide examples for how culture is reflected in language and symbols. The study shows metaphors are exploited in headlines to capture attention throughout all countries. However, metaphors and cultural attributes are used strategically within nations to deliver persuasive messages.

Original language	American English
State	Published - Aug 5 2010
Event	Association for Education in Journalism and Mass Communication - Duration: Aug 5 2010 → …

Conference

Conference	Association for Education in Journalism and Mass Communication
Period	8/5/10 → …

Keywords

Advertising
Metaphors
International Advertising
Culture

Disciplines

Communication

Access to Document

fulltext.pdfFinal published version, 2.17 MBLicense: Unspecified

Cite this

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title = "Culture and metaphors in advertisements: France, Germany, Italy, the Netherlands and the United States",

abstract = " Using a content analysis of 87 French, German, Italian, Dutch and American magazine ads, variations in metaphors and cultural attributes were examined from culture-bound groups: food/beverages, automobiles, insurance/finance, and personal care. Findings provide examples for how culture is reflected in language and symbols. The study shows metaphors are exploited in headlines to capture attention throughout all countries. However, metaphors and cultural attributes are used strategically within nations to deliver persuasive messages.",

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AB - Using a content analysis of 87 French, German, Italian, Dutch and American magazine ads, variations in metaphors and cultural attributes were examined from culture-bound groups: food/beverages, automobiles, insurance/finance, and personal care. Findings provide examples for how culture is reflected in language and symbols. The study shows metaphors are exploited in headlines to capture attention throughout all countries. However, metaphors and cultural attributes are used strategically within nations to deliver persuasive messages.

KW - Advertising

KW - Metaphors

KW - International Advertising

KW - Culture

M3 - Presentation

T2 - Association for Education in Journalism and Mass Communication

Y2 - 5 August 2010

ER -