1. Persuasive metaphors
Metaphors in advertising
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Metaphors in advertising
Suggest criteria for the use of metaphors in advertising?
Once you have written your answers, click for the
evidence-based findings.
Adapted from AdPrin.com 2

3. • Novel
• Concrete
• Related to the benefit
• Do not mix metaphors
•Print ads using metaphors with concrete words
had better 1.34 times better recall (Persuasive
Advertising p 201)
•To learn more see AdPrin.com

4. Based on this exercise, write a small application step for yourself,
and set a deadline, preferably within one week. If you are
working with someone else, share your application plan and the
results of your application.
• For example, remove trite metaphors from your website.
Adapted from AdPrin.com