Just Seven Things

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Search Results for: “metaphoria

Metaphoria II and the Iron Age People

An Old Chapel by galja99 stock.xchng with thanksI was thinking about in-built/ deep-seated metaphors or beliefs in my post about consumers, brands and the unconscious.
Today I was thinking about one of the ‘giants’ referred to by the Zaltmans that they had called ‘container’. It was about how inclusion, exclusion and other boundaries affect consumer thinking. Their site explains this further as:
‘Containers perform two functions: keeping things in and keeping things out.  They can protect us or trap us, can be opened and closed, and be positive or negative.  They involve physical, psychological, and social states.’
Now, I have a confession to make that I am strangely addicted to Time Team. I don’t know why. I know other men of my age (mid-30s) who have confessed under muted breath to loving Antique’s Roadshow, but none to TT. I think it may be a ‘busy-people-Sunday-early-evening-crash’ thing (or it may just be a sad thing: depending on whether you have spoken to my wife). However, I’m willing to household-chore-barter a lot to get an hour or two’s peace to have it on in the background while I work on something.
To the point. During a Time Team special a couple of weeks ago on Iron Age hill forts (follow here for images of real iron age hill forts. I much preferred Galja Pletikapic‘s image of An Old Chapel though to illustrate a point (many thanks Galja)) the role of the forts was discussed. Although commonly used as defensive structures, a number seem just to mark their territory with otherwise indefensible ditch and bank systems. One archaeologist referred to the iron age concept of ‘inside and outside’ (the group/ clan/ settlement) and that being from the ‘wrong side of the tracks’ was as true then as it is now.
What struck me was that all of the Zaltman identified deep metaphors are powerful. However, when you think about the Zaltman’s explanation that “deep metaphors” are “unconscious viewing lenses” that help us to structure what we think, hear, say and do, ‘container’ – and the depth of its routes when considered in terms of the importance in the Iron Age – becomes incredibly salient in the study of removing limiting beliefs.
Unless we create a vision and sets of goals that break down our personal sense of ‘containment’, we’ll only be operating within pre-defined parameters. We may think that we have a chance of achieving our vision, but unless our beliefs are aligned we’ll be trapped in our current ‘physical, psychological and social states’. These could potentially be as deep-rooted as senses of class, gender or race.
I wonder though whether you may have to go deeper to cross the boundary between ‘inside and outside’?

The Power of Social Recommendation I

A small planting of a seed of a set of thoughts. Again, crystallised by Nassim Nicholas Taleb’s marvellous Fooled by Randomness – see ‘Taleb’ search link here.

It started when I read a comment that (paraphrasing, I think – short on time to pull up the page reference): ‘there is no scientific evidence that can convince them ore potently than a sincere and emotional testimonial’

That people patronize what other people like to do. Actors who ‘become known by some parts of the public because he is known by other parts of the public’

Read more…

Consumers, Brands and the Unconscious

I’ve just been reading a review of a book called Marketing Metaphoria by Gerald and Lindsay Zaltman.

Their website explains that ‘In some twelve thousand in-depth interviews for more than a hundred clients in over thirty countries, seven deep metaphors have surfaced with the greatest frequency in every [business] sector- finance, food, transportation, and so forth- and in every country, regardless of the research team.

People who otherwise differ in cultural background, age, gender, education, occupation, political values, consumer experiences, basic beliefs, religious preference, and almost anything else we can name share these seven giants:

  1. Balance
  2. Transformation
  3. Journey
  4. Container
  5. Connection
  6. Resource
  7. Control’

So the book’s on order because for me, I can’t wait to discover how these deep metaphors – so effectively filters, values or beliefs – can be shared across humankind if not from a deeper history or structuring.

What got me really excited in the Financial Times review was that ‘the Zaltman’s  explain that “deep metaphors” are “unconscious viewing lenses” that help us to structure what we think, hear, say and do’

So in NLP terms, it sounds like the existence of pre-loaded or early-formed metaprogrammes? So if businesses or advertisers play to, and align with these ‘giants’ in their advertising they have the ability to place their products within a pre-built structure.

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