The Use of Metaphors for Persuasion in Media

Abstract

Metaphor is used for communication in everyday life and is a powerful persuasion tool seen in advertisements. This paper examines the general psychological consequences of metaphor use and explores how metaphor is linked to advertising polysemy, the presence of multiple interpretations in a single advertising message. Incorporating metaphor into advertising may strengthen the persuasiveness of the product by increasing consumer engagement, elaborative thoughts, and personal connections with the brand. The paper informs our understanding of how advertisers can more effectively market their products to their target demographic and how we can help consumers be more aware of how advertisements may be influencing their spending habits.