Back to the Fact

Magazines: The Power of Print http://www.youtube.com/watch?v= aGVniqgWSc0

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Your Creative Toolbox

Metaphor
A sign of geniusimplies an intuitive perception of the similarity in dissimilars. -Aristotle
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Metaphor
What happens when consumers cant literally evaluate a product? Good burger? Lets taste it. Good car? Lets drive it. Good shampoo? Lets wash and find out.

Metaphor
Often the product itself is intangible especially services. Can you see insurance? Feel banking? See the richness of a college education?

Metaphor
Even tangible products can have intangible benefits. A car can offer feelings of power freedom security

Metaphor
The technique of Metaphor: talking about one thing in terms of something else Because the products one thing is intangible

The metaphors something else helps bring it to life, make it real for the consumer
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Metaphor
Simile: uses like or as
Also a kind of metaphor.

Metaphor
SCAMPER technique? SUBSTITUTE When consumers cant apprehend the products benefits with their senses, they rely on substitutes images that stand for those benefits.
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Metaphor
Insurance companies that use a metaphor or symbol to stand for the security they offer: Allstate Travelers Prudential
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Metaphor
Metaphors dont have to be visual images. Can be in copy or a tagline. State Farm http://www.youtube.com/watch?v=OB6r2 Wi0E98
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Metaphor
UCF is like Penn State. UCF is an harnassed set of horses.

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2 Ways To Be Metaphorical
1. Use Pure Metaphor Sometimes you can just show something that isnt your product at all and say that it is. Good when the product is not only intangible but boring to look at, complicated, obscure or unknown.

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2 Ways To Be Metaphorical
1. Use Pure Metaphor Also good when someone else in your product category does one thing and you want to do something different.

Also what technique???

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Pure Metaphor
Ad visual: Lone hiker with backpack Pauses in a glorious solo trek through the Grand Canyon The awesome spectacle looming over his shoulder. Whats the product?
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Pure Metaphor
Client: The Public Library. Small Headline: Knowledge is free. Visit your library.

Whats the metaphor?

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Pure Metaphor
Going to the library is like: an adventure, an odyssey, through unknown lands. You never know what youre going to discover. Imagine all thats there.

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2 Ways To Be Metaphorical
2. Create a Fused Metaphor Take the product and fuse it with something else.

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Fused Metaphor
Ex: Absolute Vodka Campaign

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Fused Metaphor
Visual strength from a whats wrong here approach. What other techniques does this incorporate? Two-fer Modify
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Fused Metaphor
Get in the habit of of looking for hidden pairs in whatever advertising problem youre working on. The power of graphic fusion comes from combining 2 cliches, symbols or aspects into one new image.

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Headline Advice for Metaphors

If your visual is loud, you can speak quietly. Ex: Headline for Public Library ad didnt scream Whole Worlds of Awesome Ideas! If you shout with your image, whisper or make a little joke with the words, and vice versa. Dont shout twice.
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Headline Advice for Metaphors

Never repeat in words what you show in pictures. Marry the headline and the visual.

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Verbal Metaphor
The opposite side of the visual metaphor. Rather than changing the product visually, change it verbally. Instead of making it wrong visually, call it the wrong name.
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Verbal Metaphor
Can help elevate your product people dont want regular

They want Something Else Real Important Or Cool

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Verbal Metaphor
Club Med The Antidote To Civilization.

Metaphorically, becomes the prescription for an illness.

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Verbal Metaphor
The idea of inviting consumers to reimagine a product is so fundamental to the creative process that once you begin to look for verbal metaphor, you will see it everywhere.

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Verbal Metaphor
Headline structures to help get you started: Think of it as ______________ Its like a __________________ Its like a ____________ for your ________ If it were a ______, it would be a ________ Then drop them off as you get more advanced
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Verbal Metaphor
Use Personification Give animate qualities to inanimate things People have relationships to their products: to them, those products are alive and have their own personality.
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Verbal Metaphor
Personification Headline for a Crate & Barrel Sofa: Arouses feelings of intense jealousy among dust bunnies.

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Verbal Metaphor
Techniques: If you had to call your product something else, or compare it to something else, what would it be? Ex: Porsche Headline: Kills bugs fast.
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Verbal Metaphor
Techniques: Always ask yourself: What is this product? What is its real purpose? What do people go to it for?

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Verbal Metaphor
What is a car?

Investment? Durability on wheels? Reward for hard work? Mobile home? Comment on its owner? Sex symbol?
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Verbal Metaphor
Headline for Porsche ad Calling it transportation is like calling sex reproduction.

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Verbal Metaphor
Exploit Language Systems and Cliches What language does your target audience speak? Go to other web sites and do your research.

Golfers? Lawyers? Fashion designers?

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Verbal Metaphor
Technique: Move around. Try starting with a visual first, then make it verbal.

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Verbal Metaphor
Technique: Consider saying more rather than less. Sometimes its not just enough to make a verbal metaphor give it some relevance. Ex: Tube of Toothpaste. Dental policy. Okay, but what about it? Just sits there.
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Verbal Metaphor
Client: YMCA Verbal Metaphor: Swimming pool as fountain of youth. Nice. Now take it further.

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Verbal Metaphor
Client: YMCA There is a fountain of youth. You just have to swim laps in it. Headline gets smarter because it tells audience to get up and do something.
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Verbal Metaphor
Remember: The longer the leap, the stronger the metaphor. Gain power and surprise with unusual connections.

See similarities in dissimilar things.

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Group Assignment
Create a metaphor for iPod. Can be a visual or verbal metaphor.

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Assignment Week 4
1. Find and bring in an example of a metaphor ad. 2. Create a metaphor ad for: (pick one) Tabasco Brinks Home Security Aqua Fresh Iso-active Whitening Toothpaste UCF Football

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