A metaphor places two dissimilar objects into a close relationship such that “A is B,” whereas a simile compares two objects such that “A is like B.” A and B, however dissimilar, share some quality that the metaphor highlights. Metaphors allow the marketer to apply meaningful images to everyday events. In the stock market, “white knights” battle “hostile raiders” with the help of “poison pills”; Tony the Tiger equates cereal with strength; and “you’re in good hands with Allstate” insurance.

Collect examples of ads that rely on the use of metaphors or similes. Do you feel these ads are effective? If you were marketing the products, would you feel more comfortable with ads that use a more straightforward, “hard-sell” approach? Why or why not?