A Theoretical Application of Metaphor Research to the Film Industry

A Theoretical Application of Metaphor Research to the Film Industry

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed...

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Bibliographic Details
Main Author: Stanton, Michael J
Format: Others
Published: Digital Commons @ East Tennessee State University 2017
Subjects:
ZMET
Zaltman Metaphor Elicitation Technique
Film
Marketing
Metaphor
Research
Advertising and Promotion Management
Applied Linguistics
Broadcast and Video Studies
Fiction
Film Production
Finance and Financial Management
Other Film and Media Studies
Other Linguistics
Screenwriting
Online Access:https://dc.etsu.edu/honors/428
https://dc.etsu.edu/cgi/viewcontent.cgi?article=1433&context=honors

Internet

https://dc.etsu.edu/honors/428
https://dc.etsu.edu/cgi/viewcontent.cgi?article=1433&context=honors

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