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Metaphors and marketing: Some Uses and Abuses

In: Marketing Metaphors and Metamorphosis

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  • Caroline Tynan

Abstract

Metaphors shape and structure our thoughts and thus govern our accepted view of the world. They are one of a number of tropes (figurative uses of a word) which allow us to view a problem in a new way through the juxtaposition of ideas, a process which can be enabling and generate creativity in conceptualizing and theorizing. Metaphors also allow us to clearly communicate ideas in an interesting fashion. This chapter reflects upon the nature and role of metaphors and offers guidance upon their use. The use of metaphors in marketing is then critically examined, finally the metaphor of marriage in relationship marketing is considered. It is argued that marriage has become a dormant metaphor which has artificially constrained our conceptualizing in this field and has become a substitute for thinking.

Suggested Citation

  • Caroline Tynan, 2008. "Metaphors and marketing: Some Uses and Abuses," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 2, pages 10-25, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-22753-8_2
    DOI: 10.1057/9780230227538_2
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