Visual Metaphors in Advertising Campaigns

Visual Metaphors are a window on fresh thinking. They offer an audience a 'opportunity to escape' and the creative an 'opportunity to explain' another world. Interpretation then involves coming back to understand the world that we live in and establishing a relationship.

The smarter the metaphor - the more memorable the campaign.Dramatizing the underlying benefit/risk is in the heart of successfully employing metaphors. For instance; the underlying benefit for Volvo campaigns is 'Safety' and Fedex is 'Speed'. The fun factor lies in the extent to which the dramatizing is done.

'French Aids Campaign'

Here, the metaphor is simple = Unprotected Sex is 'like' being in bed with a venomous arachnid. Scary, Disgusting but Effective. It is the emotional hook that people connect with.


Another Ad campaign that effectively uses visual metaphor is the Range Rover's Turn Ad

Here, the metaphor again is fun and clear = Driving a Rover is 'like' having a lion as a pet. The playful juxtaposition works well. Again ... a simple and effective approach that can only exist in a parallel world, yet delightfully explains the world that we live in.

The PS2 campaign on the other hand embeds its metaphor a little deeper than the previous two and hence opens itself to interpretation.. but its still simple and effective.

Underlying message is 'its that addictive' ... but really its about 'belonging' to a cult. A cult of gamers who have positioned themselves in a world that is superhuman and fantastical.

Popiliciously Brilliant !