METAPHORS IN BRAND NAMES AND ADVERTISING: PRAGMATIC EFFECT

Abstract

The authors of the article extrapolate the existing knowledge regarding metaphors to the use of this figure of speech in some aspects of marketing (namely, product naming and advertising). The article contains the analysis of some examples of metaphors in brand and product names, as well as in advertisements. This article also presents a comprehensive overview of psycholinguistic literature on the effect exerted by metaphors on language users and, where the reasons are not obvious, proposes some explanations as to why certain effects may occur. The authors of the article argue that metaphors are a strong persuasive device. The following findings presented in psycholinguistic literature are referred to in order to support the authors’ argument: 1) metaphors facilitate better understanding by creating multiple associations with the concept in question; 2) metaphors enhance the speaker’s credibility and create a good impression of him or her; 3) metaphors lead to reduction in counter-argumentation; and 4) metaphors create a feeling of social closeness. The article provides an understanding of persuasive nature of metaphors and hence can serve as a guide to marketers who work on creating names for products, services and brands and who are involved in advertising of their products, services or brands.