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She Was Fine When She Left Here: Polysemy, Patriarchy, and Personification in Brand Titanic 's Birthplace
Author(s) -
Brown Stephen
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20678
Subject(s) - patriarchy , metaphor , polysemy , icon , art , sociology , psychology , gender studies , philosophy , linguistics , computer science , programming language
Personification, according to MacKay, is the prototypical metaphor we live by. It is also inescapably gendered. This paper examines the gendering of one of the biggest brands on earth: the Titanic . In the century since the steamship's sinking, “she” has been enshrined in many female stereotypes from virtuous virgin to malevolent man‐eater. Although many might regard these representations as regressive and reprehensible, it is arguable that Titanic 's polysemous pulchritude is what makes “her” an outstanding brand. For the inhabitants of the icon's “birthplace” at least.