A metaphor is a figure of speech in

A metaphor is a figure of speech in which a comparison is made between dissimilar things. If you compare Ohio State to Penn State or the Cleveland Browns to the Chicago Bears, you aren’t making metaphors; you’re making literal comparisons between similar things. But if you say that a football team is like a harnessed set of horses, then you’ve made a metaphor. Think of metaphors as coming in two varieties:
Pure metaphor. Sometimes you can just show us something that isn’t your product at all and tell us it is. You’re using a pure metaphor: something that stands in for your product (or its benefit or the feeling we get from it) that helps clarify and convince. This is a good idea when your product is intangible, but also when it’s boring to look at or complicated or obscure or unknown. Or when everybody else in your category does one thing (show the car, for example), and you want to do something different.
I once saw a poster in the public library: a big photo of a hiker with a backpack pausing on a glorious solo trek through the Grand Canyon, the awesome spectacle looming over his shoulder. This poster could have been advertising Timberland gear or Arizona tourism, but when I read the small headline, “Knowledge is free. Visit your library,” I saw how well the visual worked. Going to the library is like an odyssey through immense, spectacular country; just think of what’s there. The pure metaphor required me to leap from the Grand Canyon to the library, but I could, and I felt invigorated by doing so.
Another pure metaphor that invites me to leap—this time from color to music—is Stefan Sagmeister’s packaging for a Pat Metheny Trio CD. The package is uniformly gray, but each side has a round cut-out revealing a portion of the multicolored disc inside. Different colors are randomly shown, which metaphorically evokes the improvisation-within-precision nature of Metheny’s jazz. The package, then, looks how he sounds.
Fused metaphor. Pure metaphors, though, are rare. Why? Because it’s easier to create a fused metaphor. With a fused metaphor, you take the product (or something associated with it, the way a toothbrush is associated with toothpaste or the highway with cars) and fuse it with something else.
Objects that are modified in some way are more attractive to us. Unmodified images are really just cliches. For example, one of advertiser David Ogilvy’s famous ideas was “The Man in the Hathaway Shirt,” who wore an eye patch and was thereby more interesting than a man who didn’t. He wasn’t just the cliche of your typical hunk; he was a wounded, brave, singular fellow with a story to tell. Absolut Vodka has been reinventing its bottle in various amusing ways for years: turning it into a swimming pool for “Absolut L.A.,” fogging it in for “Absolut San Francisco,” blowing off its letters for “Absolut Chicago” and so on. Many other ads gain some of their visual strength from a “what’s wrong here?” approach.
Unlike pure metaphor, fused images help contextualize the selling argument for us; we don’t have to leap quite as far when part of what we’re looking at is what’s for sale. You catch our attention and demonstrate your selling argument by morphing your product into something new that expresses your selling idea.
- See more at: http://www.howdesign.com/articles/metaphor/#sthash.xWm85rkR.dpuf

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A metaphor is a figure of speech in which a comparison is made ​​between dissimilar things. If you compare Ohio State to Penn State or the Cleveland Browns to the Chicago Bears, you are not making metaphors; you're making literal comparisons between similar things. But if you say that a football team is like a harnessed set of horses, then you've made ​​a metaphor. Think of metaphors as Coming in Two Varieties:
Pure metaphor. Sometimes you can just show us something that is not your product at all and tell us it is. You're using a pure metaphor: something that stands in for your product (or its benefit or the feeling we get from it) that helps clarify and convince. This is a good idea when your product is intangible, but also when it's boring to look at or complicated or obscure or unknown. Or when Everybody Else in your Category does one Thing (Show the Car, for example), and You Want to do Something different.
I once Saw a Poster in the Public Library: a Big Photo of a hiker with a Backpack Pausing on a Glorious. solo trek through the Grand Canyon, the awesome spectacle looming over his shoulder. This poster could have been advertising Timberland gear or Arizona tourism, but when I read the small headline, "Knowledge is free. Visit your library, "I saw how well the visual worked. Going to the library is like an odyssey through immense, spectacular country; just think of what's there. The Pure metaphor required Me to Leap from the Grand Canyon to the Library, but I could, and I felt invigorated by doing so.
Another Pure metaphor that invites Me to Leap-this time from Color to Music-is Stefan Sagmeister's packaging for a Pat. Metheny Trio CD. The package is uniformly gray, but each side has a round cut-out revealing a portion of the multicolored disc inside. Different colors are randomly shown, which metaphorically evokes the improvisation-within-precision nature of Metheny's jazz. The Package, then, looks How He sounds.
Fused metaphor. Pure metaphors, though, are rare. Why? Because it's easier to create a fused metaphor. Fused with a metaphor, You take the product (or Something associated with it, the Way is associated with a Toothbrush Toothpaste or the Highway with cars) and Fuse it with Something Else.
Objects that are more attractive are Modified in Some Way to US. Unmodified images are really just cliches. For example, one of advertiser David Ogilvy's famous ideas was "The Man in the Hathaway Shirt," who wore an eye patch and was thereby more interesting than a man who did not. He was not just the cliche of your typical hunk; he was a wounded, brave, singular fellow with a story to tell. Absolut Vodka has been reinventing its bottle in various amusing ways for years: turning it into a swimming pool for "Absolut LA," fogging it in for "Absolut San Francisco," blowing off its letters for "Absolut Chicago" and so on. Some of their ads Other Visual many gain strength from a "what's Wrong here?" Approach.
Unlike Pure metaphor, images fused Help contextualize the argument for selling US; we do not have to leap quite as far when part of what we're looking at is what's for sale. Attention You catch our argument and demonstrate your selling your product by morphing Into Something that expresses your selling New Idea.
- See more at: Http://www.howdesign.com/articles/metaphor/#sthash.xWm85rkR.dpuf.