Using analogies in advertising
At Partisan Advertising, we believe there are five tenets upon which effective and memorable advertising campaigns can be built and how they can be used for the betterment of your advertising. They are:
Humour, testimonial, metaphor, analogy, and demonstration.
In this blog, we’ll be looking at analogies used in advertising. An analogy can be a powerful and effective tool in advertising campaigns. By using analogies we create associations with your target audience, making your products more attractive and interesting, which helps to build an emotional connection with potential customers.
An analogy is a figure of speech that compares two objects, often for the purpose of clarification or emphasis. It takes something abstract or difficult to understand and makes it easier to comprehend by connecting it to something more easily understood.
Analogies can be used effectively in advertising campaigns to help customers connect with your brand and product in a meaningful way.
Why use analogies?
Humans compare what is happening to them in the present with what happened to them in the past. Based on previous experiences and memories stored, our brain makes connections and comparisons.
For example, when you see a car, your brain automatically tells you ‘this is a car’ and based on previous experiences, you know how a car works. You don’t have to ‘re-learn’ a car. Your brain makes a connection between all the cars you’ve ever seen or driven before and connects this information with any new car you will see. This ‘connection’ is an analogy that your brain does subconsciously.
In advertising, analogies and metaphors are everywhere. The motivational power of an advertisement often depends on the analogies used. A well-chosen analogy will vastly improve the memorability and impact of your advertising.
How We Use Analogies in Advertising.
The key to using analogies successfully in advertising is to come up with a comparison that is both meaningful and relevant. We start by thinking of some tangible objects that can be connected to your product or brand. Then, we consider how these objects are similar in terms of qualities or characteristics. Finally, we create an analogy that ties back to the message you are trying to communicate with your audience - such as “Your product is like a sunny day - it brings warmth and light into people’s lives!”
We look for analogies that are meaningful and emotionally impactful. We try to pick objects that have personal relevance to our customer base. Additionally, we make sure the analogy is relevant to the message we are attempting to send with our advertising.
We avoid generic comparisons and instead focus on creating something original and interesting that will stand out in the minds of viewers.
Finally, we’re always direct and don’t leave too much room for interpretation, making sure our audience can follow the connection between the analogy and the product or brand.
Tap Into Trending Topics with Analogies.
Everyone talks about current events, pop culture and trending topics. We look to make meaningful connections between those trends and your brand message so that your customers are more likely to remember it.
Analogies serve as strong bridges - they help paint a vivid picture while emphasising deeper meaning to the subject. Finding a clever analogy that reflects an aspect of your brand’s ethos can make your next advertising campaign memorable!