LES MÉTAPHORES DU CONSOMMATEUR DANS LE DISCOURS DU MARKETING : DE LA CIBLE AU CAMÉLÉON
Consumer Metaphors in the Marketing Discourse: from Target to Chameleon

Summary/Abstract: The marketing discourse is organized around a set of abstract and complex marketing concepts, many of which are conceptualized metaphorically. The changes in the conceptual framework of marketing, under the influence of the socio-economic developments, have resulted in significant shifts in the approach to consumers. In this context, the purpose of this article is to explore the major conceptual metaphors used in reference to consumers, tracing their evolution from the beginning of marketing to the post-modern era.

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