Creating an Image of Purity Through the Use of Metaphor: The Case of Pure Michigan

Creating an Image of Purity Through the Use of Metaphor: The Case of Pure Michigan

Michelle Layton

Metaphors are often applied to complex concepts that would be difficult to express otherwise, such as the symbolism of natural spaces. Such metaphors present culturally-dependent imagery that influences people’s understanding and perceptions of the world. This conceptual metaphor theory is attributed to cognitive linguist George Lakoff and philosopher Mark Johnson, and is further explored through the work of cognitive psychologist L. Elizabeth Crawford. Within this framework, this paper explores how and why Michigan is marketed as ‘pure’ by the Michigan Economic Development Corporation. The purpose is to examine how metaphorical descriptions of natural space are utilized by the ‘Pure Michigan’ campaign in an attempt to create an image of untouched landscapes and influence the perceptions of tourists and residents. An analysis of the Pure Michigan sponsored materials, as well as parody websites and public comments, serve to demonstrate what is being projected by the marketing campaign and how some of the public interpret the metaphors. The findings convey that, while some people do not agree with the portrayal of Michigan, the metaphor of purity is often successful in evoking an emotional response in the audience and positively or negatively influencing some people’s perceptions of Michigan. Further topics of study include: a comparative analysis of Michigan and other states’ nature-marketing strategies; how the history of Michigan impacts the focus of nature-based marketing to tourists; or a survey-based study to determine how residents and non-residents perceive Michigan, comparing those who have been exposed to the Pure Michigan advertisements and those who have not.