Metaphor
Also called: imagery
A metaphor is a form of imagery that presents a message persuasively, by making a comparison. The figure of speech metaphor involves taking a simple and recognizable example to make something clear or persuasive.
Metaphors can help make something tangible. For example, the purple crocodile from the OHRA advertisement is an example and symbol of bureaucracy and unnecessary regulatory pressure.
A metaphor can be used to evoke an image with few words. For example, with the comparison "soccer is war": You see two parties facing each other, the rules of the game subordinate to the goal (victory). Many proverbs are also metaphors, such as "he who burns his buttocks must pay the price.
You can use metaphors to argue for a particular vision or possible direction to choose. For example, a metaphor can be made comparing an organization to a car: To drive, many different parts are needed. There is a starting point and a destination, there are bumps along the way and you can be overtaken left and right. To go faster, you can install a more powerful engine or put a better driver behind the wheel. To avoid getting stranded along the way, proper maintenance and timely fueling are important.
Metaphors are not only used in the marketing world to sell something. Metaphors are especially widely used in politics.