Question

write an essay on the non literal use of language

Answer 1

In 1999 Ford announced that the manufacture of cars would be " a declining part of Ford's business. They will concentrate in the future on design, brand (and) marketing" (Olin's 51 ). This seems to me a particularly striking examples of the increasing pervasiveness of corporate branding is kind of non-literal, symbolic and semantic manufacture. Ford is a car company, yet they are transitioning from the literal manufactures of cars to a kind of non-literal manufacture of cars (the manufacturing of particular meanings and values which can be ascribed their cars). A 2000 analysis of the worlds most valuable brands concluded that 59% of Coca Cola's capitalization, 61% of Disney's capitalization and 64%of McDonald's capitalization attributed to the worth of the company's brands (Balmer and Gray 15).