By P. Kitchen
Metaphors are commonly used inside of advertising literature, but to date have remained unacknowledged. This publication goals to redress that omission. Such widely recognized themes resembling globalization of markets, viral advertising and marketing etc are in truth metaphors; furthermore, advertising itself could be a metaphor, underlying many exchanges and relationships.
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In marriage, total commitment is given to a spouse ‘for better, for worse, for richer for poorer, in sickness and in health’ whereas that in exchange relationships represents a far more qualified and bounded commitment which protects the interest of owners and shareholders. Thus, trust is offered within set boundaries, offering only limited vulnerability to the future actions of a relationship partner, and not in the all-encompassing way trust ideally operates within marriage. Issues which are de-emphasized by the use of the marriage metaphor also include the issue of consent, which is not always freely given by commercial partners when, for example, customer lists are bought and sold (Tynan, 1997).
Globalization is forcing companies to do things in new ways. Bill Gates American entrepreneur, software executive, philanthropist Globalization has changed us into a company that searches the world, not just to sell or to source, but to find intellectual capital – the world’s best talents and greatest ideas. Jack Welch Chairman and CEO of General Electric (1981–2001) Outsourcing and globalization of manufacturing allows companies to reduce costs, benefits consumers with lower cost goods and services, 28 Marketing Metaphors and Metamorphosis causes economic expansion that reduces unemployment, and increases productivity and job creation.
The first category of quotes emphasizes the positive influence and benefits of globalization: This is a very exciting time in the world of information. It’s not just that the personal computer has come along as a great tool. The whole pace of business is moving faster. Globalization is forcing companies to do things in new ways. Bill Gates American entrepreneur, software executive, philanthropist Globalization has changed us into a company that searches the world, not just to sell or to source, but to find intellectual capital – the world’s best talents and greatest ideas.