American Patriotism and Corporate Identity in Automobile Advertising: �Whats Good for General Motors Is Good for the Country and Vice Versa?�

The triumphal march of the automobile and its connection with American culture have often been acknowledged in scholarship.By contrast, the culture-specific, value-oriented advertising strategies of the most important US carmaker General Motors (GM) in its home market have received less attention, especially in American Studies. This study focuses on the connection between GM products and America and the fundamental values represented by politics, business, and society. The author examines which textual and visual strategies GM uses in its image advertising to establish and maintain its patriotic American image. He argues that GM�s advertising campaigns follow a patriotic leitmotif and are consistently in line with American core values, often generating new patriotic ideas. Additional ISBNs 9783631776940, 9783631776964, 3631776942, 3631776969American Patriotism and Corporate Identity in Automobile Advertising: �Whats Good for General Motors Is Good for the Country and Vice Versa?� 1st Edition is written by Markus Weik and published by Peter Lang Gmb H, Internationaler Verlag der Wissenschaften. ISBNs for American Patriotism and Corporate Identity in Automobile Advertising are 9783631776957, 3631776950 and the print ISBNs are 9783631776940, 3631776942. Additional ISBNs include 3631776942, 3631776969, 9783631776940, 9783631776964.