The document discusses the use of metaphors in advertising. Metaphors are commonly used to enhance the perceived value of products or create brand images by combining verbal phrases with visuals. Good metaphors are simple, unexpected, and concrete. Examples provided include Tropicana's "Daily Ray of Sunshine" and Nokia's "Connecting People." Metaphors can improve ad quality, help create product images, leave good impressions on consumers' minds, and define product advantages. However, mixed or unclear metaphors may confuse audiences. Overall, the document analyzes how and why metaphors are effective advertising tools.

1. Metaphor in Advertising
A presentation by, Ibrahim Ali,
Debjit Das,
Hilal Bin Zia,
Arpita Acharjya

2. Meaning or Definition
• A metaphor can be defined as a figure of speech in which a term
or phrase is applied to something to which it is not literally
applicable in order to suggest a resemblance, as in “A mighty
fortress is our God.”.
• Metaphors are frequently used in advertising as a way to
enhance the perceived value of a product or to make it seem
more personal. They can also help to create a particular brand
image. An advertising metaphor often combines a verbal phrase
with a visual image to dramatize the effect.

3. Why do metaphors work ?
Metaphors work best when they’re simple, unexpected, and
concrete:
• Create a quick picture or any phrase rather than a lengthy story.
You lose your reader, viewer if you need to do a lot of explaining.
• Surprise your readers, viewers, listeners. Present a fresh angle on
an old advertisement.
• Try making your metaphors sensory, so targeting audience can
experience your words. When audience can see, feel, smell, taste,
or hear something, they’re more likely to engage and remember

4. How to add metaphor
• Metaphor can be added to the advertisement by adding a picture,
statement or a quotation comprehensively to the advertising
example given bellow .

5. Example of metaphor
"Your Daily Ray of Sunshine"
• This metaphor was used by Tropicana to promote its orange juice.
The metaphor projects an image of health and vitality that is
associated with drinking orange juice on a daily basis. It also
alludes to the fact that oranges are natural products raised in
sunny climates as opposed to man-made products filled with
artificial ingredients.

6. Example of metaphor (cont.)
"Connecting People"
• Nokia used this metaphor to convey the image of connecting
people with their mobile phones instead of simply as a means of
having a conversation. The message is that not only can you talk
to someone who may be hundreds of miles away, you can also
make an emotional connection with the person, which enhances
the phone's value.

7. Example of Metaphor (cont.)
"It's What Comfort Tastes Like"
• Werther's used this metaphor to associate eating its candy
products with "comfort food," to make consumers feel good about
eating them. Chocolate and caramel lovers are led to believe that
eating the candy can provide a break from their everyday stresses
and be able to experience a pleasurable sensation.

8. Example of Metaphor (cont.)
"Subservient Chicken"
• Burger King used this metaphor to advertise its chicken products.
It creates an image of a chicken complying during the preparation
process to ensure the consumer's food meets his exact
specifications. The metaphor is in line with Burger King's overall
"Have it your way" branding strategy.

9. Example of metaphors (cont.)
PICTURE SHOWING RHINO AS METAPHOR
This is the Mitsubishi Motors advert for their new Instinct car.
The tenor in this advert is the car/engine, the vehicle used
to describe the car is the rhino. The rhino is used to
emphasize the features of the car, it shows the cars
strength, stability, toughness and its wild side. The words in
the far left corner compliment the metaphor well as they say
“It’s more that technology its instinct “this works on the fact
that a rhino is one of the strongest animals in the wild and
has to have excellent instincts to survive in the wild, this
suggests that the car possess these exact characteristics

10. Example of metaphors (cont.)
“Red Bull ‘Gives you wings’ Advert Campaign”
• The Red Bull ‘Gives you wings’ is one of the most well-
known and recognised advertising campaigns. This
campaign uses metaphor. Which could be why the ad is
successful. The metaphor is that Red Bull, the tenor,
gives you wings, the vehicle. Suggesting that the
caffeinated drink, will lift you up, give you energy. It is
memorable, it creates humour, the audience is allowed
to come up with the own depiction of what ‘gives you
wings’ means.

11. Example of metaphors (cont.)
PICTURE SHOWING METAPHOR
• Toms USP is that when you buy a shoe from Tom a child in
need will get a pair. This is created as a metaphor ‘buy
one get one free’ framed by two images. This is a
metaphor as the buyer will only metaphorical get a pair
free, when literally that pair will be going to another
person. This metaphor has been created to generate
deeper thoughts as the USP of the brand they often use
emotional advertising. This metaphor was created using
Zaltman Metaphor Elicitation Technique, realising that
consumer decisions are based on emotions and reason.

12. Example of metaphors (cont.)
“No-one grows ketchup like Heinz”
• The new campaign surrounding Heinz ketchup focuses on
a metaphor, No-one grows ketchup, the vehicle, like Heinz, the
tenor. Creating the image that Heinz is fresh, raw, healthy,
grown not made. Which focuses on their target audiences
values. It’s an award winning campaign that depicts that Heinz
is the best choice, because it is fresh, and has no preservatives,
just one ingredient, tomatoes. It works because it creates a
link between freshness of a picked tomato and the traditional
brand. The visual metaphor is strong, straight-forward, and
easy to decrypt.

13. Common Metaphor Mistakes
• Consider your targeting audience when creating metaphors.
Will they understand what you’re talking about? Your
metaphor can quickly fall flat if your audience doesn’t
understand it. Or sometimes a metaphor simply fails
because you’ve not explained it well enough.
• Don’t mix up your metaphors, because it’s
confusing. Picture and phrase your metaphors and you
quickly see you’re going wrong.

14. Benefits of metaphors in advertising
It improves the quality of the advertising.
• By giving it an alternative identity in the form of small
sentence metaphor adds contribute towards the
assurance of quality.

15. Benefits of metaphors in advertising
It helps the product to create its image.
• People remember the punch line of the product
just as nokia (connecting people) alternatively
the product have a better image value in the
market.

16. Benefits of metaphors in advertising
It creates good impact on consumers
mind.
• Consumers think that the product is promising to
be the good and safe product which leaves the
good impact on consumer’s mind

17. Benefits of metaphors in advertising
It defines the advantage of the product.
• By promising to be the best product available in
the market with the help of a its metaphor it also
tells about the advantage of the product. Just as
Micromax mobile advertisement (its nothing like
anything).

18. Thank You for
Presented by,
1. Ibrahim Ali (Bcom)
2. Debjit Das (BBA)
3. Hilal Bin Zia (BBA)
4. Arpita Acharjya (BBA)
Submitted to,
Dr. Gouranga Patra
Your attention