Metaphoria

This is the comprehensive guide for all those wishing to explore the fascinating potential of metaphor. Containing sample scripts and suggestions for basic and advanced metaphors and a history of the use of metaphor. " Rubin's freshness and honesty is unparalleled, his grasp of the subject is uncanny."

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success. Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"-- that shape what people think, hear, say, and do. Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.

"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.

This Palgrave Pivot presents experiments that reveal core dynamics of trade in a complex system. Monetary trade is stripped of all its complications and placed in agent-based models, a complexity research tool capable of reproducing emergent behaviour and evolution. Included are ground-breaking repeatable experiments exploring the impact of evolutionary prerequisites empirically present in markets. Isolating the core dynamics of trade results in very simple agent-based models. However, decades of complexity research demonstrate that even the simplest systems result in emergent behaviour that is extremely difficult to anticipate. Readers who are only familiar with the linear-system theories and models used to train almost all undergraduate economics students might be surprised to witness price detaching from supply and demand, and extreme poverty and wealth arising in trade systems populated by agents with equal ability and opportunity. Watch as empirical evolutionary prerequisites are introduced and price patterns characterising two different markets – asset markets and speculative markets – emerge irrespective of supply and demand. In addition to laying the groundwork of monetary trade in a complex system, more complicated models feature mortal reproductive agents. Including ‘living’ populations in economic models reveal how the complexity characteristics of our market economy are impacting impoverishment and starvation. This book invites anyone interested in economics to join the growing ranks of people who are fascinated by the insights offered by complexity research.

“Expansive and imaginative.” —Kirkus Reviews “Irreverent and bursting prose... Fans of Mark Leyner will enjoy Kaufman’s messy string of outrageous scenarios.” —Publishers Weekly Part modern fable, part detective novel, a journey through grief in the imaginary world of Metaphoria. One cold winter night, Charlie shares a cab with a stranger in a purple hat. As they talk, a cloud of purple smoke overwhelms him and he wakes up to find himself behind the only desk in the Epiphany Detective Agency. Charlie, as it turns out, is trapped in Metaphoria, an otherworldly place that reality has forgotten, a place where everything means something else. His first client is Shirley Miller, who insists on hiring Charlie to find her husband's missing heart. In fact, she's so insistent that she replaces Charlie's heart with a bomb. He has twenty-four hours to find Twiggy Miller's heart - and its meaning - or his own will explode. Tender and brutal, optimistic and despairing, this modern fable by the author of the cult hit All My Friends Are Superheroes takes a fresh look at what it means to fall into, and out of, love.

The creative potentiality of metaphor is one of the central themes in research on creativity. The present volume offers a space for the interdisciplinary discussion of the relationship between metaphor and creativity by focusing on (re)contextualization across modes and socio-cultural contexts and on the performative dimension of creative discourse practices. The volume brings together insights from Conceptual Metaphor Theory, (Critical) Discourse approaches to metaphor and Multimodal discourse analysis. Creativity as a process is explored in how it emerges in the flow of experience when talking about or reacting to creative acts such as dance, painting or music, and in subjects’ responses to advertisements in experimental studies. Creativity as product is explored by analyzing the choice, occurrence and patterning of creative metaphors in various types of (multimodal and multisensorial) discourses such as political cartoons, satire, films, children’s storybooks, music and songs, videos, scientific discourse, architectural reviews and the performance of classical Indian rasa.

This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing, advertising, branding, and many more. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

This is an oral history of the lives of two psychotherapists, Howard H. Fink and Rubin Battino. Dr. Fink started his career at the beginnings of psychotherapy in this country in the 1950s. He trained with exceptional people like Milton H. Erickson and Fritz Perls. He was one of the developers of Gestalt Therapy and Group Therapy. The oral history includes his training, his service in World War II, and his private practice in Dayton, Ohio. He is a Fellow of the American Academy of Psychotherapy. Battino is a licensed clinical counselor who has written 8 books on psychotherapy. He is also a Professor Emeritus of Chemistry. Their life stories and shared conversations will be of interest to anyone working in the field of psychotherapy. The book is an oral history of sessions taped over a 7 year period.