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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.
A real-life lego dinosaur as a visual metaphor for “no-internet”.
https://www.youtube.com/watch?v=BWu3hMxYrIk
An actual child as a metaphor for the mother feeling like a child once again.
This simplifies complex ideas and makes abstract benefits easier to grasp. Strong metaphors make the message both clearer and more memorable.
Balding hair as a metaphor for… see for yourself? 😀
https://www.youtube.com/watch?v=RzVAaEQ-3ys
Realworld shit as a metaphor for the phrase: shit has hit the fan