American Patriotism and Corporate Identity in Automobile Advertising: What's Good for General Motors Is Good for the Country and Vice Versa? - Hardcover

by Winfried Herget (Other), Markus Weik (Author)

The purpose of this study is to explore how automobile manufacturer General Motors (GM) has framed its corporate identity in domestic ads to convey the 'American brand' image. The author argues that GM has continuously used a patriotic framing in its self-representations, linking itself and its products to the well-being of the country.

Author Biography

Markus Weik studied American Studies, English Literature and Culture, and Physical Education at Johannes Gutenberg University Mainz and the University of Kansas in Lawrence (USA). He earned his Master's degree and PhD in Mainz and is currently working as a media spokesperson at a large German corporation.