Marketing Metaphors and Metamorphosis
Marketing Metaphors and Metamorphosis
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营销隐喻和变形
DOI：
10.1057/9780230227538
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发表时间：
2008
期刊：
影响因子：
--
通讯作者：
P. Kitchen
中科院分区：
文献类型：
--
作者：
P. Kitchen
隐喻有多种形式：绝对的、主动的、复杂的、复合的、隐含的、混合的、根的和淹没的……它们富有洞察力，使我们能够建立不可思议的联系。它们是强有力的修辞工具。天才们会用它们。我们其余的人都喜欢他们。然而，一个比喻也可以是“死的”，也就是说，它被广泛使用，可能具有危险的误导性。全球化就是这样一个死喻。韦氏词典对全球化的定义相当矛盾：日益一体化的全球经济的发展，特别是以自由贸易、资本自由流动和利用更便宜的外国劳动力市场为标志。全球化通常被归因于西奥多·莱维特和他的开创性文章《市场的全球化》(哈佛商业评论，1983)；然而，这是不正确的，这个词在1951年进入了韦氏词典。这个短语的真正起源尚不清楚，但它的起源可以一直追溯到成吉思汗和他13世纪的蒙古帝国。在现代管理时代，彼得·德鲁克在他对跨国公司(非国家)的探索中肯定谈到了这一点。全球化之所以是一个死比喻，是因为它被证明是如此成功：它为大众简化了一个非常复杂的现象。对于消费者来说，这意味着一个统一的世界，一种(消费者)文化，一种语言(英语)，一种荣耀的品牌，一种诱人的生活方式：麦当劳化。对于商业来说，这意味着广阔的新消费市场，在制造、分销和推广方面的节省，一个荣耀的品牌(进入你的品牌在这里)，以及一个战略：积极收购。
Metaphors come in many forms: absolute, active, complex, compound, implicit, mixed, root and submerged... They are insightful, and enable us to make uncanny connections. They are powerful tools of rhetoric. Geniuses use them. The rest of us love them. However, a metaphor can also be ‘dead’, that is, so widely used that it can be dangerously misleading. Globalization is one such dead metaphor. Merriam-Webster defines it rather paradoxically: the development of an increasingly integrated global economy marked especially by free trade, free flow of capital, and the tapping of cheaper foreign labor markets.(Italics added)Globalization is often attributed to Theodore Levitt and his seminal article ‘The Globalization of Markets’(Harvard Business Review, 1983); however this is incorrect, the word entered the Merriam-Webster dictionary in 1951. The true origin of the phrase is unknown but its beginnings can be traced all the way to Genghis Khan and his Mongolian empire of the thirteenth century. In the modern management era, it was certainly covered by Peter Drucker earlier in his exploration of multinational (non-national) corporations. 1 The reason why globalization is a dead metaphor is because it has proven so successful: it simplified a very complex phenomenon for the masses. For the consumer, it has come to mean a unified world, one (consumer) culture, one language (English), one glorious brand for all, one alluring way of life: McDonaldization. For business, it has come to mean vast new consumer markets, savings in manufacturing, distribution, and promotion, one glorious brand for all (enter your brand here), and one strategy: aggressive acquisition.