Metaphors in advertising

Persuasive metaphors

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.

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

• 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

Based on this exercise, write a small application step for yourself,and set a deadline, preferably within one week. If you areworking with someone else, share your application plan and theresults of your application.

• For example, remove trite metaphors from your website.

Adapted from AdPrin.com