Series editor(s): Professor Russell W. Belk
Subject Area: Marketing
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|Title:||World's Largest Metaphor Hits Iceberg: Travelling in Trope on Titanic|
|Volume:||14 Editor(s): Russell W. Belk, Søren Askegaard, Linda Scott ISBN: 978-1-78190-022-2 eISBN: 978-1-78190-023-9|
|Citation:||Stephen Brown (2012), World's Largest Metaphor Hits Iceberg: Travelling in Trope on Titanic, in Russell W. Belk, Søren Askegaard, Linda Scott (ed.) Research in Consumer Behavior (Research in Consumer Behavior, Volume 14), Emerald Group Publishing Limited, pp.353-369|
|DOI:||10.1108/S0885-2111(2012)0000014022 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Article type:||Chapter Item|
Purpose – To explore the nature of metaphorical thinking in marketing and consumer research, with particular emphasis on consumers’ metaphor-manufacturing proclivities.
Methods/approach – The chapter concentrates on one of the most compelling and powerful metaphors of the 20th century, the sinking of the RMS Titanic in April 1912. It uses introspective methods to interrogate consumers’ figurative interpretations of the iconic catastrophe.
Findings – Four categories of consumer metaphor-making are identified: negative, positive, reflexive and visual.
Research implications – The profusion of Titanic tropes suggests that researchers should resist unearthing ‘deep’ metaphors and focus instead on ‘wide’ metaphors, those that spread across the surface of society and culture.
Practical implications – ZMET, the widely used metaphorical elicitation procedure, warrants a complement called TMET. This Titanic Metaphor Elaboration Tendency is better attuned to contemporary branding thinking than its more familiar predecessor.
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