Advertisers increasingly are using metaphor associations in promotional development, tapping into the powerful organizing and expressing function metaphor serves in the human brain. Test this method on yourself using each of these well-known brands or products discussed in the chapter: Coca-Cola, Crest Whitestrips, and milk. For each example, consider how you would visually represent your experiences with that brand or product, and then find photographs or graphics from magazines that best convey that experience.
Metaphors are figures of speech where an object or action has applied the word or phrase. Advertisers use metaphors to increase the brain activity of viewers. The marketers create a visual representation that connects products and services to a situation while deciding which metaphor to use in the adverts.
I always picture myself in Coca-Cola commercials, especially with the cold glass cup being filled with soda because I drink soda with all of my meals. During the Christmas festival, there is increased consumption of the drink. I visualize having a large Coca-Cola image tied in Santa next to a Christmas tree.
I only see commercials of the crest whitening strips but have never actually used it. The only image I have of the brand is from the ads I have seen, so to visualize it, I would have to use it personally.
During my childhood, milk was a daily drink because everyone would talk about its importance to the growth and healthy bones. I would always have a glass of chocolate milk before and after my football games. Milk has had so many campaigns, and there were these trendy slogans ‘got milk’ where celebrities would have a milk mustache and say they got milk. Back then, the slogan did trend and was popular among people and nominated as the best campaign.