Download - Metaphors in advertising
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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 ([email protected])
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.
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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
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• 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
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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