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This is where the product (or benefit or even problem) is shown through metaphors, mapping it to something more familiar or vivid.

A metaphor is a figure of speech that directly compares one thing to another for rhetorical effect. Eg: “All the world’s a stage”.

Note on analogy: an analogy serves a similar purpose to a metaphor—i.e. showing how two things are alike—but with the ultimate goal of making a point about this comparison. The point of an analogy is not merely to show, but also to explain. Eg: “What you’re doing is as useful as rearranging deck chairs on the Titanic.”

https://www.youtube.com/watch?v=G5sGRMahFrk

Now let’s look at some ads that make use of the Metaphor Creative Device.

https://youtu.be/HLr7vnoq-10

On Negocios

A real-life lego dinosaur as a visual metaphor for “no-internet”.

https://www.youtube.com/watch?v=BWu3hMxYrIk

District

An actual child as a metaphor for the mother feeling like a child once again.

https://youtu.be/CxnpUiU2h-g

This simplifies complex ideas and makes abstract benefits easier to grasp. Strong metaphors make the message both clearer and more memorable.

Burger King

Balding hair as a metaphor for… see for yourself? 😀

https://www.youtube.com/watch?v=RzVAaEQ-3ys

Workbooks

Realworld shit as a metaphor for the phrase: shit has hit the fan