American patriotism and corporate identity in automobile advertising: «what’s good for general motors is good for the country and vice versa?»
Auteur :
Weik, Markus
Éditeur :
Peter Lang AG
ISBN :
9783631776940
Date de publication :
14 mars 2019
Dimensions :
21,0 x 14,8 cm
Poids :
536 g
Langue :
Anglais
Pays d'origine :
Suisse
The purpose of this study is to explore how automobile manufacturer General Motors (GM) has framed its corporate identity in domestic ads to convey the ‘American brand’ image. The author argues that GM has continuously used a patriotic framing in its self-representations, linking itself and its products to the well-being of the country.