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