American Patriotism and Corporate Identity in Automobile Advertising: «What's Good for General Motors Is Good for the Country and Vice Versa?»

The triumphal march of the automobile and its connection with American culture have often been acknowledged in...
CHF 202.27
CHF 202.27
SKU: 9783631776940
Product Type: Books
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Author: Winfried Herget
Format: Hardcover
Language: English
Subtotal: CHF 202.27
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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?» by Herget, Winfried

American Patriotism and Corporate Identity in Automobile Advertising: «What's Good for General Motors Is Good for the Country and Vice Versa?»

CHF 202.27

American Patriotism and Corporate Identity in Automobile Advertising: «What's Good for General Motors Is Good for the Country and Vice Versa?»

CHF 202.27
Author: Winfried Herget
Format: Hardcover
Language: English

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.



Author: Winfried Herget, Markus Weik
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: 03/14/2019
Pages: 362
Binding Type: Hardcover
Weight: 1.20lbs
Size: 8.30h x 6.10w x 1.30d
ISBN: 9783631776940

About the Author

Markus Weik studied American Studies, English Literature and Culture, and Physical Education at Johannes Gutenberg University Mainz and the University of Kansas in Lawrence (USA). He earned his Master's degree and PhD in Mainz and is currently working as a media spokesperson at a large German corporation.




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