The University of Birmingham Business Club is a network that gives
businesses and academics the opportunity to meet and develop
mutually-beneficial collaborations. Are you looking to innovate within
your company? Are you looking to fund a programme of research and
development? Could your company provide internships for our student
populace? The Business Club is the point of contact to answer these
questions and more.
Hosted every two months, the Club's Breakfast Briefings are themed
around business-relevant presentations and networking time. Breakfast
and refreshments are provided free of charge, with the University's
support team on hand to answer any questions that may arise about
Companies and academics are also welcome to deliver short, 4-minute
elevator pitches at the briefing. If you are interested in pitching then
please get in touch via email@example.com.
Business Club Breakfast Briefing: Examining Language in Business
This breakfast briefing will discuss language in business, whether
you are an advertising agency or a business interested in brand
management or would like to explore how best to use language to promote
your business, this breakfast briefing is for you.
How can companies use metaphor to make their advertising campaigns more effective?
Research has shown that the use of metaphor in advertising enhances
brand recognition, recall and emotional attachment to the product. It is
for these reasons that Esso famously invited consumers to ‘put a tiger
in the tank’, and for their subsequent advertisements to feature a
photograph of a tiger in the wild. In our study we have found that the
amount, type and positioning of metaphor in billboards, magazine adverts
and internet videos affect the appeal of the advertisements in
different ways. We have also found that consumers from different
cultural and linguistic backgrounds (English, Spanish and Chinese)
appreciate metaphor in different ways. We would like to discuss our
findings and explore ways in which they can help companies to produce
creative yet culturally appropriate campaigns.
To be led by:
Dr Paula Pérez-Sobrino - Marie Curie Fellow - Exploring Multimodal Metaphor in Advertising (EMMA 658079) project
Professor Jeannette Littlemore, Professor of English Language and Applied Linguistics
Dr David Houghton, Lecturer in Marketing
Please register online for this event at: https://businessclubbreakfastbriefingmarch2017.eventbrite.co.uk