Find 2 examples of advertisements that use metaphors and explain how the metaphors are working and any reasons for difference or similarities in type or power of metaphor between the ads. Then design a new ad for an existing brand that uses metaphor to express the brand’s USP.

Outlined by Ang and Lim’s journal ‘The influence of metaphors and product type on brand personality perceptions and attitudes’, 2006, metaphors involve portraying one thing in terms of another, usually an unexpected object. This taps into consumers existing knowledge and preconceptions of the product being advertising in order to comprehend the message.

Heinz have used a metaphor to convey their unique selling proposition (USP) of being that their ketchup contains only natural ingredients. To communicate this message, Heinz have used a pictorial metaphor supported by a text metaphor. As summarized by Forceville, 2002 in the book ‘Pictorial Metaphor in Advertising’, through the pictorial, Heinz creates an awareness of the two distinctive terms portrayed. Whilst the target domain, or tenor, is clearly the Heinz ketchup bottle, sliced tomatoes have been stacked to create the bottle in order to portray its USP. This is the source domain, or vehicle and is used to emphasize the natural ingredients Heinz use. The bold red colour used throughout supports the metaphor, mimicking the natural colour of both tomatoes and ketchup.

The NHS has also used metaphors in a way to convey the message of persuading their consumer to quit smoking. Again, like Heinz, they have used both pictorial and text metaphors. Whilst the advert is about cigarettes it in fact shows the consequences of smoking instead, using a fishing hook as the tenor to metaphorically display a vehicle that can’t be seen – an addiction. The metaphor is very graphic and received many complaints however due to the severity of the message, the shocking visual metaphor has a powerful effect.

Both adverts have supported the visual metaphor with a simple clarification in text beneath. Heinz use the word ‘grow’ instead of ‘manufacture’ or ‘make’ to emphasize their USP that their ketchup is as natural as the tomatoes it’s made from. Similarly, the NHS use the word ‘unhooked’ to describe the action of quitting smoking, supporting the hook shown in the print ad. As both adverts use text to support them, they are less open to interpretation. Summarized by Lagerwerf and Meijers, 2008, images are less open to alternative interpretation when combined with a caption or text.

As the source domain cannot be physically seen, the NHS advert has supported their advert with factual information unlike Heinz, which relies just on the text and visual metaphors.

Thorntons New Advert

Ang, S. and Lim, E. (2006). The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes. Journal of Advertising, 35(2), pp.39-53.

Forceville, C. (2002). Pictorial Metaphor in Advertising. 1st ed. [ebook] London: Routledge, p.163. Available at: https://books.google.co.uk/books?id=_R6EAgAAQBAJ&pg=PA216&lpg=PA216&dq=Sperber+and+Wilson+1986+metaphors&source=bl&ots=gvJC_UByys&sig=60YXtvgRAeuZzvAxVKM1nF6ltqQ&hl=en&sa=X&ei=ergJVa-OC8PAOcjigIgD&ved=0CD4Q6AEwAw#v=onepage&q=pictorial&f=false [Accessed 9 Mar. 2015].

Lagerwerf, L. and Meijers, A. (2008). Openness in Metaphorical and Straightforward Advertisements: Appreciation Effects. Journal of Advertising, 37(2), pp.19-30.