Landscapes of Global Capital
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Sunset over the pyramids
The road to Cairo
Are you ready?
The pharaoh's garage
Traffic jam in the desert
Invest in a camel
Solar powered camel
Bad metaphor
Don't buy this car
The Bedouin of GE

Sign Formulas & Branding

Signifying Clusters

Structural Frames

"Are you searching for wealth and fearing a mirage?
Or are you looking for a way to start building wealth?
Ask your financial advisor about Kemper Funds to start building tomorrows, today."

Decontextualized images take on meaning only when given a narrative. Kemper's narrative has this Arab with his camel traversing the desert searching for wealth. It is used metaphorically to suggest that wandering aimlessly in financial markets is no way to build wealth. But, the falsified metaphor travels in both directions. It also constructs a people as aimless wanderers.

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© Copyright 1998-2003
Robert Goldman, Stephen Papson, Noah Kersey