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Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly attributable to liking.

An experiment (n=448) employed natural advertising exposure conditions and a 3 (headline: nonfigurative, scheme, trope)×2 (copy length: long, moderate)×2 (involvement: high, low) between‐subjects factorial design.

Absent of liking differences, schemes and tropes are robust motivators of available resources devoted to processing (elaboration and readership). Favourable arguments only influence brand awareness and persuasion if processed. Consumers negatively view longer copy. Nonfigurative headlines encourage insufficient processing as copy lengthens. Insufficient processing decreases brand awareness and persuasion. However, schemes and tropes overcome negative copy length effects on brand awareness and persuasion regardless of involvement.

Without the benefit of increased liking, schemes interfere with copy point and brand memory similar to other creative attention‐getters – humour and sex appeals. Instead, schemes focus consumers on advertising style. The results are based on consumer responses; thus, error may make differences harder to detect. Another limitation is the focus on a single low‐risk, informational product, i.e. pens. Future research should investigate effects of rhetorical works with high‐risk and transformative products.

Advertisers should use rhetorical works to motivate processing, especially with longer copy explaining advantages of new, technical, or complex products. Also, effective rhetorical works need not create positive affect.

Isolating advertising rhetoric effects from liking differences explains anomalies in the literature (e.g. scheme versus trope superiority).

Research on cultural entrepreneurship has explored the role of language in making and giving sense to novel ventures and market categories and in legitimating them. We analyze how an emerging de novo market category, quantum computing, is constructed through the use of analogies and metaphors. Through a multimodal analysis of interview and newspaper data, we find that in addition to using analogies and metaphors to highlight familiarity, actors also use such tropes to expound the weirdness of the new category, thus marking it as profoundly different and novel. Such tropes have a dual function; they draw the boundaries between science and laypeople but also arouse awe and curiosity among the audiences. Our study thus casts light on the cultural work during de novo category emergence.

The purpose of this paper is to explore how fictional narratives help us envision ways of constructing the identity as teaching professionals. Furthermore, how encounters with fictional narratives and the absorption of their structures and ideologies can dictate how the author perceive ourselves, and others.

The pedagogy of teacher education relies heavily on narratised models of instruction such as Critical Reflective Practice (CRP). The purposefully traumatic aspects of CRP are designed to trouble the sense of self. I suggest here that this creates a period of subjective vulnerability in the pre-service teacher practitioner.

This paper examines the response to traumatic learning events focusing on how literary tropes and their encompassing ideologies become a powerful yet regressive force in restabilising the professional identity and galvanising the personal subjectivity.

Data for this paper has been drawn from the Teaching Men research project that focused on a cohort of male teachers, from Australia and the UK working within TAFE/FE environments all of whom had recently become teachers.

This paper addresses a parallel concern: at a point of subjective vulnerability, a term coined as part of this analysis, how do fictional representations of male teachers impact on the construction and practice of teachers in the development of their professional identities? And how can the author devise a structure with which to interpret such activity?

This paper aims to propose an approach for exploring industrial marketing network environments through a social semiotic lens.

This conceptual paper introduces social semiotic perspectives to the study of business/industrial network interaction.

This paper describes how structures of meaning derived from a cultural history of signification and interpretive processes of meaning in action are co-determined in social semiosis. The meaning of environments using this social semiotic approach is emphasised, leading us to explore the idea of the “atmosemiosphere” – the most highly complex business network level, in illustrating how meaning is made through structuration between structures of meaning and their enactments in interactions between actors within living business networks.

Figurative language plays an important role in the structuration of meaning. This facilitates establishing plots and, therefore, in the actors’ capability to tell a story, which starts with knowing what kind of story can be told. By implication, the effective networker must be a consummate moving “picture maker” and, to do so, she must have competence in narrative, emplotment, myth-making, storytelling and figuration in more than one discursive repertoire.

In using a structurational discourse perspective informed by social semiotics, our original contribution is a “business networks as discursive constructions” approach, in that discursive nets, webs of narratives and stories and labyrinths of tropes are considered just as important in constituting networks as networks of actor relationships and patterns of other activities and resources.

Purpose – This chapter shows how professional women from diverse geographic locations claim belonging in the public sphere by using motherhood as an important strategy for negotiating gendered and classed spaces of belonging while constructing moral agency and proper citizenship as women.

Methodology/Approach – During anthropological research in Sudan and Mexico, the biographic narratives of two women, both key informants in larger, long-term ethnographic projects, were obtained by each researcher by engaging in a process of intersubjective knowledge production. These were analysed using the method of context analysis for dialogically constructed ‘narrations of the nation’.

Findings – The trope of moral motherhood works in widely differing national contexts as a means for women to claim a position in a public space and at the same time to negotiate the boundaries between private and public domains. Invoking this trope enables professional women to forge public belonging and to participate in politics, while still safeguarding their femininity and their decency.

Originality – This chapter demonstrates that national discourses about motherhood can be instrumental in creating a sense of civic belonging for professional women in two nation-states with widely diverse (post)colonial histories. Comparing narratives of belonging from such different national contexts can provide insight into belonging as an intrinsic part of identity constructions in paternalistic states. Both narratives show similarities in the way that motherhood constitutes a trope for active female citizenship whereby women actively claim public spaces and contest dominant discourses, which in the process de-essentializes motherhood.

This study compares filmic and televisual representations of fictional black presidents to white Americans’ reactions to the advent of the United States’s first African American president. My main goal is to determine if there is convergence between these mediated representations and whites’ real-world representations of Barack Obama. I then weigh the evidence for media pundits’ speculations that Obama owes his election to positive portrayals of these fictional heads of state.

The film and television analyses examine each black president’s social network, personality, character traits, preparation for office, and leadership ability. I then compare the ideological messages conveyed through these portrayals to the messages implicated in white Americans’ discursive and pictorial representations of Barack Obama.

Both filmic and televisual narratives and public discourses and images construct and portray black presidents with stereotypical character traits and abilities. These representations are overwhelmingly negative and provide no support for the argument that there is a cause–effect relationship between filmic and televisual black presidents and Obama’s election victory.

Neither reel nor real-life black presidents can elude the representational quagmire that distorts African Americans’ abilities and diversity. Discourses, iconography, narratives, and other representations that define black presidents through negative tropes imply that blacks are incapable of effective leadership. These hegemonic representations seek to delegitimize black presidents and symbolically return them to subordinate statuses.

Being entrepreneurial requires social, economic, and environmental sustainability. Stories are the way by which we turn our natural desires into behaviors in the world. Only by fully grasping existing stories can an organization add to those stories. Institutional entrepreneurship consists of stories that swarm like bees between hives of the human condition: food, folk-physics, money, classification, sexuality, art, family, affiliations, coercion, folk-psychology, and environment. Here I explore the first, food, creating both a framework and justification for the exploration of the other 10. I first lay out a theoretical framework for storytelling in the institutional entrepreneurial storytelling. This lays out the triad of storytelling: antenarrative creation, narrative distinction, and living story cohesion. Out of this triad of storytelling nine modes of observation emerge: criticality (emotions, ethics, and logic), action (acting, target, and ignored), and Being (ontology, epistemology, real). The triad of storytelling interacts with the nine modes of observation to create 27 adept tropes which act as the species of bees surrounding the hives. These 27 form the basic foundation out of which nine distinct motivations emerge: unity, self-satisfaction, distinction, social-standing, personal-accomplishment, escape, peacefulness, anticipation, and self-reflection. Finally, this chapter concludes with the 15 narrative beats needed to birth a new narrative into a particular hive. By understanding the hives in terms of their distinct motivations, adept tropes, modes of observation, and storytelling, and then applying that knowledge to develop the 15 narrative beats for the hives of food.

Purpose – To explore the nature of metaphorical thinking in marketing and consumer research, with particular emphasis on consumers’ metaphor-manufacturing proclivities.

Methods/approach – The chapter concentrates on one of the most compelling and powerful metaphors of the 20th century, the sinking of the RMS Titanic in April 1912. It uses introspective methods to interrogate consumers’ figurative interpretations of the iconic catastrophe.

Findings – Four categories of consumer metaphor-making are identified: negative, positive, reflexive and visual.

Research implications – The profusion of Titanic tropes suggests that researchers should resist unearthing ‘deep’ metaphors and focus instead on ‘wide’ metaphors, those that spread across the surface of society and culture.

Practical implications – ZMET, the widely used metaphorical elicitation procedure, warrants a complement called TMET. This Titanic Metaphor Elaboration Tendency is better attuned to contemporary branding thinking than its more familiar predecessor.

Service encounters are becoming increasingly virtual through the infusion of computer-mediated technologies. Virtual services separate consumers and service providers both spatially and temporally. With the advent of virtual services is the need to theoretically explain how service separability is psychologically perceived by consumers across the spectrum of computer-mediated technologies. Drawing on construal-level theory, the purpose of this paper is to conceptualize a theoretical framework depicting consumer’s construal of spatial and temporal separation across a continuum of technology-mediated service virtuality.

The authors conducted two studies: first, to investigate consumers’ levels of mental construal associated with varying degrees of service separation across a spectrum of technology-mediated services; second, to empirically examine consumer evaluations of service quality in response to varying degrees of spatial and temporal service separation. These relationships were tested across two service industries: education and tourism.

Consumers mentally construe psychological distance in response to service separation and these observations vary across the spectrum of service offerings ranging from face-to-face (no psychological distance) through to virtual (spatially and temporally separated – high psychological distance) services. Further, spatial separation negatively affects consumers’ service evaluations; such that as service separation increases, consumers’ service evaluations decrease. No such significant findings support the similar effect of temporal separation on customer service evaluations. Moreover, specific service industry-based distances exist such that consumers responded differentially for a credence (education) vs an experiential (tourism) service.

Recent studies in services marketing have challenged the inseparability assumption inherent for services. This paper builds on this knowledge and is the first to integrate literature on construal-level theory, service separability, and virtual services into a holistic conceptual framework which explains variance in consumer evaluations of separated service encounters. This is important due to the increasingly virtual nature of service provider-customer interactions across a diverse range of service industries (i.e. banking and finance, tourism, education, and health care). Service providers must be cognisant of the psychological barriers which are imposed by increased technology infusion in virtual services.