If you're looking for new ways to make your advertising and social media copy pop, you might want to try a writing device called the metaphor. Metaphors have been used for decades by marketers to ...

Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising ...

Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.

The company beckons US residents to rise up for the throne by creating their own Metaphor-themed campaign posters at Awaken2024Campaign.com (powered by Snapchat). Fans are encouraged to share ...

Cue up the Paul Ryan 2012 Republican National Convention bit about college grads living at their parents' house "staring up at faded Obama posters." Obama's done. It's the perfect metaphor for ...

Is the advertising metaphor doomed? In fact, no one has sued Red Bull because they haven’t personally sprouted wings. Nor has Red Bull been found by the US court to have done anything wrong.