Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
American Patriotism and Corporate Identity in Automobile Advertising: «What's Good for General Motors Is Good for the Country and Vice Versa?»

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

Weik, Markus
Herget, Winfried

Hardcover

Series: Mainzer Studien Zur Amerikanistik, Book 72

EconomicsLiterary CriticismBusiness of Art

ISBN10: 3631776942
ISBN13: 9783631776940
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Mar 14 2019
Pages: 362
Weight: 1.20
Height: 1.30 Width: 6.10 Depth: 8.30
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.

Also from

Herget, Winfried

View All

Also in

Literary Criticism

View All