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Business Club Breakfast Briefing: Examining Language in Business

BizzInn - Birmingham Research Park
Lectures Talks and Workshops
Tuesday 28th March 2017 (07:30-09:30)
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Welcome to the University of Birmingham Business Club!

The University of Birmingham Business Club is a network that gives businesses and academics the opportunity to meet and develop mutually-beneficial collaborations. Are you looking to innovate within your company? Are you looking to fund a programme of research and development? Could your company provide internships for our student populace? The Business Club is the point of contact to answer these questions and more.

Hosted every two months, the Club's Breakfast Briefings are themed around business-relevant presentations and networking time. Breakfast and refreshments are provided free of charge, with the University's support team on hand to answer any questions that may arise about innovation funding.

Companies and academics are also welcome to deliver short, 4-minute elevator pitches at the briefing. If you are interested in pitching then please get in touch via

Business Club Breakfast Briefing: Examining Language in Business

This breakfast briefing will discuss language in business, whether you are an advertising agency or a business interested in brand management or would like to explore how best to use language to promote your business, this breakfast briefing is for you.

How can companies use metaphor to make their advertising campaigns more effective?

Research has shown that the use of metaphor in advertising enhances brand recognition, recall and emotional attachment to the product. It is for these reasons that Esso famously invited consumers to ‘put a tiger in the tank’, and for their subsequent advertisements to feature a photograph of a tiger in the wild. In our study we have found that the amount, type and positioning of metaphor in billboards, magazine adverts and internet videos affect the appeal of the advertisements in different ways. We have also found that consumers from different cultural and linguistic backgrounds (English, Spanish and Chinese) appreciate metaphor in different ways. We would like to discuss our findings and explore ways in which they can help companies to produce creative yet culturally appropriate campaigns.

 To be led by:

Dr Paula Pérez-Sobrino - Marie Curie Fellow - Exploring Multimodal Metaphor in Advertising (EMMA 658079) project
Professor Jeannette Littlemore, Professor of English Language and Applied Linguistics
Dr David Houghton, Lecturer in Marketing

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