1. Metaphors in advertising Persuasive metaphors Adapted from AdPrin.com

2. Metaphors in advertising Suggest criteria for the use of metaphors in advertising? Once you have written your answers, click for the evidence-based findings. Adapted from AdPrin.com 2

4. Concrete

5. Related to the benefit

6. Do not mix metaphors

7. Print ads using metaphors with concrete words had better 1.34 times better recall (Persuasive Advertising p 201)