I’m excited by Gerald and Lindsay Zaltman’s new book, Marketing Metaphoria. I loved his previous one, ‘How Customers Think’ - I keep quoting it to illustrate how metaphor underpins thought, and ’spills out’ naturally in speech.

Zaltman’s metaphor elicitation technique seems to be quite similar to Clean Language, and he even warns marketers about how quickly and easily they can step into the private, inner worlds of interviewees, with profound impact.

My copy of the new book is still on its way from Amazon, but from the web I gather it looks at seven ‘deep metaphors’: balance, transformation, journey, container, connection, resource, control.

I wonder how this maps across to Lakoff and Johnson’s ‘Philosophy in the Flesh’?

This entry was posted on Thursday 14 August 2008 and is filed under Blog.

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