January 17, 2003

Metaphor in Advertising

In advertising, metaphor is used to associate a product with a semantic domain which has positive connotations.

"Truth in advertising" laws make it highly desirable for advertisers to avoide making explict statements that could be true or false; therefore metaphors (and other devices) are often conveyed in "non-sentences", e.g. the list of noun phrases below.

A Gateway computer ad:

• More muscle.
• More juice.
• More room.
• More RAM.
• More gigabytes.
• More glory.
• More mail.
• Even more mail.
• More than one program running at a time.
• More brains.
• More brawn.
• More music.
• More modem.
• More software.
• More music.
• More tools.
• More for my money.
• More than I can think of.
• More.

You need more. You want more. You deserve more. And compromise is not an option. With the G-series from Gateway, you'll get a computer that delivers what you're craving in a desktop. No less, and lots more.

Data from Drugstore.com

philosophy amazing grace perfumed body gloss

Nothing can eclipse the flattering glow this transparent, floral-scented spray imparts. It will moisturize and leave her skin with a radiantly beautiful sheen.

Ahava Dead Sea Bath Salts, Mind Melt

The Ahava Mind Melt contains 100% Dead Sea salt blended with pure essential oils. Soak your cares away with stabilizing Cedarwood, uplifting Clary Sage, and balancing Vetiver. Let the Dead Sea's unique mineral mix melt your muscles while the harmonious blend of essentials replenishes your soul.

TIGI Bed Head, Self Absorbed Mega Vitamin Shampoo

Power up as you shampoo! SELF ABSORBED 's mix of mega vitamins A, B2, B5, D3 and E gets out-of-shape or chemically treated hair physically fit. Flex your newfound strength. Flaunt the shine and body. You've worked hard to look this good. (Well, not really, but we won't tell!)

A moisturizing blend with exotic flowers, silk proteins and vitamin e. Caress Silkening Body Lotion embraces your skin with a unique blend of creamy moisturizers, silk proteins and irresistible fragrances that will take your senses to a whole new place. Use it alone or layer it on after you shower with the matching fragranced Caress Body Wash.

Glade Air Freshener Tropical Mist
A refreshing scent that will bring a warm, tropical breeze into your home.

Airborne Effervescent Health Formula Dietary Supplement Tablets, Adult Formula
Sick Of Catching Colds? Sick Of Getting Sick While Traveling?

Taken at the first sign of a cold or before entering a germ-filled environment, Airborne is clinically proven to fight the common cold. This natural formula contains 17 ingredients, including vitamin C and zinc.