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Marketing Theory, Vol. 7, No. 3, 227-248 (2007)
DOI: 10.1177/1470593107080343

Metaphor in the marketplace

Elizabeth C. Hirschman

Rutgers University, USA, hirschma{at}rbs.rutgers.edu

This inquiry uses an anthropological construal of metaphor to argue for the multi-vocal presence of symbolic meanings in the marketplace. Metaphoric imagery is described as it emanates from marketers, popular culture media and consumers with respect to the product area of hair care. We identify two primary deep metaphors for hair: (1) a living organism requiring nourishment and hydration; and (2) a malleable structure that may be subjected to design and utilized as apparel, accessory, or protection. This theoretical approach is compared to two others currently `in play' in marketing: the Brands-as-Icons model of Holt (2004) and the Meaning Management Model of McCracken (2005).

Key Words: anthropology • hair • male/female • metaphor • nature/culture • symbolism


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