Figuratively Speaking: Of Metaphor, Simile and Metonymy in Marketing Thought

Stephen Brown, roel wijland

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Purpose
Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for marketing theory and thought.

Design/methodology/approach
In keeping with literary tradition, this paper comprises a wide-ranging reflective essay, not a tightly focussed empirical investigation. A combination of literature review and conceptual contemplation, it challenges convention by “reading against the grain”.

Findings
The essay reveals that, far from being part of metaphor’s supporting cast, simile and metonymy are stars in themselves. With the aid of three concise cases-in-point – relationship marketing (RM), the consumer odyssey (CO) and Kotler’s generic concept (GC) – the authors present an alternative interpretation of their conceptual contribution and continuing importance.

Practical implications
Marketing management is replete with metaphorical speculation (positioning, warfare, myopia and more). The shortcomings of such figures of speech are rarely spelled out, much less foregrounded. By raising figurative consciousness, marketing practice is furthered.

Originality/value
As similes and metonymies are rarely spoken about in marketing scholarship, the study starts a much-needed conversation. It raises the issue of marketing’s figurative foundations and, in so doing, offers further scope for future debate.
LanguageEnglish
Pages328-347
JournalEuropean Journal of Marketing
Volume52
Issue number1/2
Early online date20 Feb 2018
DOIs
Publication statusE-pub ahead of print - 20 Feb 2018

Fingerprint

Marketing
Literature review
Myopia
Empirical investigation
Consciousness
Positioning
Speculation
Warfare
Design methodology
Marketing theory
Marketing practices

Keywords

  • Metaphor
  • Figurative language
  • Literary criticism
  • Marketing thought

Cite this

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Figuratively Speaking: Of Metaphor, Simile and Metonymy in Marketing Thought. / Brown, Stephen; wijland, roel.

Vol. 52, No. 1/2, 20.02.2018, p. 328-347.

Research output: Contribution to journalArticle

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N2 - PurposeMuch has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for marketing theory and thought.Design/methodology/approachIn keeping with literary tradition, this paper comprises a wide-ranging reflective essay, not a tightly focussed empirical investigation. A combination of literature review and conceptual contemplation, it challenges convention by “reading against the grain”.FindingsThe essay reveals that, far from being part of metaphor’s supporting cast, simile and metonymy are stars in themselves. With the aid of three concise cases-in-point – relationship marketing (RM), the consumer odyssey (CO) and Kotler’s generic concept (GC) – the authors present an alternative interpretation of their conceptual contribution and continuing importance.Practical implicationsMarketing management is replete with metaphorical speculation (positioning, warfare, myopia and more). The shortcomings of such figures of speech are rarely spelled out, much less foregrounded. By raising figurative consciousness, marketing practice is furthered.Originality/valueAs similes and metonymies are rarely spoken about in marketing scholarship, the study starts a much-needed conversation. It raises the issue of marketing’s figurative foundations and, in so doing, offers further scope for future debate.

AB - PurposeMuch has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for marketing theory and thought.Design/methodology/approachIn keeping with literary tradition, this paper comprises a wide-ranging reflective essay, not a tightly focussed empirical investigation. A combination of literature review and conceptual contemplation, it challenges convention by “reading against the grain”.FindingsThe essay reveals that, far from being part of metaphor’s supporting cast, simile and metonymy are stars in themselves. With the aid of three concise cases-in-point – relationship marketing (RM), the consumer odyssey (CO) and Kotler’s generic concept (GC) – the authors present an alternative interpretation of their conceptual contribution and continuing importance.Practical implicationsMarketing management is replete with metaphorical speculation (positioning, warfare, myopia and more). The shortcomings of such figures of speech are rarely spelled out, much less foregrounded. By raising figurative consciousness, marketing practice is furthered.Originality/valueAs similes and metonymies are rarely spoken about in marketing scholarship, the study starts a much-needed conversation. It raises the issue of marketing’s figurative foundations and, in so doing, offers further scope for future debate.

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