On Tuesday 28 March, the University of Birmingham will be hosting a business club breakfast briefing.

This briefing will discuss language in business, whether you are an advertising agency or a business interested in brand management or would like to explore how best to use language to promote your business.

Research has shown that the use of metaphor in advertising enhances brand recognition, recall and emotional attachment to the product. It is for these reasons that Esso famously invited consumers to ‘put a tiger in the tank’, and for their subsequent advertisements to feature a photograph of a tiger in the wild.In their study they found that the amount, type and positioning of metaphor in billboards, magazine adverts and internet videos affects the appeal of the advertisements in different ways. They have also found that consumers from different cultural and linguistic backgrounds appreciate metaphor in different ways.  The breakfast club would like to discuss their findings and explore ways in which they can help companies to produce creative yet culturally appropriate campaigns.

The event will be led by:

Dr Paula Pérez-Sobrino - Marie Curie Fellow - Exploring Multimodal Metaphor in Advertising (EMMA 658079) project

Professor Jeannette Littlemore, Professor of English Language and Applied Linguistics

Dr David Houghton, Lecturer in Marketing

If you are interested in attending event , click here to register