, . . [9] .
1964 , . "" . , . " " , , (. . 13.1).
. 13.1. KFC
, , . . [10] , . , . , . , , , . 3-4 Wired Utny Reader .
. , , . , . . . " ". , , , Mr. Clean[1] .
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, , ( Bud Light ______"), , ; ; , , ; ; , . - " , - ", PR , .
, "-" [11], . , - Marlboro , Michelin - , , "". Pillsbury-cake-mix , , , Duncan Hines . .
. [12] , , - , . - - , "". [13] , , . , 14.
Gray Advertising --, Playtex, , . Playtex. , , . Playtex 40 , , . , , , - , . , , , , , . , Grey Advertising, , " ". , GE Visa , , .
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TBWA , . , , , . [14] , , - , , , . [15] . , . , , ( , ); . , , . . , , , , . , . , . :
: , .
: , .
: , , .
: , .
"-" . 15.
. 13.2. .
: , , , , . , "" , .
: Emerson College, , .
. 13.2 , , .
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. 13.3. Clearasil
: (1989, . 38), .
, . , , . , , Clearasil, , , - . Yuban . N.W. Ayer . Ogilvy & Mather , , "" , . .
- J. Walter Thompson, , , , , . , , , - .
. [16]
, , , . , , , , . " , , , . , , " - . , ZMET (Zaltman Metaphor Elicitation Technique - . .) , , , . , , .
ZMET , . . . . - : , : , : . , , , - - . PhotoShop , , ZMET, , .
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ZMET , . , : " - ". , - , , " ", " ", " ", " " , .
ZMET , :
.
.
, .
.
, .
. 13.4 .
. 13.4. [17]
: Olson & Zaltman (2000)
, , , . , , .
, Nike. " " "". , ZMET, , , , . , , . , , , , , , . , .
, , , , .
[18]
80- - 90- , , , . , , , , , .
, , , : () , () , , . , , .
, , , , , , , . , , .
, . , , , . , , . , , :
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1. : , 350 , , . 283 . .
2. : , , . , , , . , , , . , , - .
3. : [19] . , , , 14 , 22 . , , , - . , , . , , .
4. : , . , , . .
5. : , , . , , . , , , , . , . , .
6. : , , , . , , , . , , .
, [20] , . , , - . , , .
. , , , . , . - .
1. . , , .
2. , , . , , .
3. . , .
1. -, . "" . , .
2. , , , . -, .
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