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Full-Text Articles in Social and Behavioral Sciences
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, Pamela K. Morris
Pamela K. Morris
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.
Praying Hands: A Christian Metaphor, Pamela K. Morris
Praying Hands: A Christian Metaphor, Pamela K. Morris
Pamela K. Morris
Sometime around 1508, when Albrecht Dürer drew a study in silver point on blue paper of a pair of hands praying in Nürnberg, Germany, he could not have thought of the popularity and the mythology that a drawing of upturned hands would inspire some four hundred fifty years later. Praying Hands are now found on candles, funeral cards, lockets, flower planters, place mats, automobile license plates, and water towers. Why? What is it that makes this once mundane image so popular in the 20th century? The co-opting of images happens in advertising all the time, but what about religion? Current …