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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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American Patriotism and Corporate Identity in Automobile Advertising - "What's Good for General Motors Is Good for the Country and Vice Versa?" (Hardcover, New edition)
Loot Price: R1,845
Discovery Miles 18 450
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American Patriotism and Corporate Identity in Automobile Advertising - "What's Good for General Motors Is Good for the Country and Vice Versa?" (Hardcover, New edition)
Series: Mainzer Studien Zur Amerikanistik, 72
Expected to ship within 12 - 17 working days
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The triumphal march of the automobile and its connection with
American culture have often been acknowledged in scholarship. By
contrast, the culture-specific, value-oriented advertising
strategies of the most important US carmaker General Motors (GM) in
its home market have received less attention, especially in
American Studies. This study focuses on the connection between GM
products and America and the fundamental values represented by
politics, business, and society. The author examines which textual
and visual strategies GM uses in its image advertising to establish
and maintain its patriotic American image. He argues that GM's
advertising campaigns follow a patriotic leitmotif and are
consistently in line with American core values, often generating
new patriotic ideas.
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