Use of Similies and Metaphors in Advertising

It Figures!: Fun Figures of SpeechThought process is transformed by figures of speech like similies and metaphors into more articulate information. These tools help us to organize our complex’ thoughts into a definite message. Abstraction becomes clearer. Similies are comparisons with the use of words of comparison, e.g., ‘You are as brave as a lion.’ Metaphors are comparisons, which drop the comparative words, e.g., ‘You are a lion.’ Similies and metaphors are used to ‘fit an idea.’ In idea visualization, they are a part of word-picture association.