Metaphors, Blends and Cultural Associations in Advertising (Paperback)

Because of the global nature of today's world it is more and more necessary to understand the strategies used in different cultures to achieve a goal. Taking advertising as a common field where culture plays a decisive role and strategies include cognitive devices such as metaphors, this book explores the techniques used in four different cultures in order to examine these strategies and draw some practical conclusions as to what works in each culture for each gender when selling a product.