Metaphors make ads more memorable

Ever watched an ad and thought, “Wow, that’s clever,” only to remember the brand weeks later? That’s the power of a metaphor in advertising. Let’s talk about how you can harness this brain-hacking superpower to make your store unforgettable.

Why you need metaphors in your ads 🧠

Metaphors aren’t just for poets and philosophers—they’re marketing gold. Research shows metaphorical ads stick in people’s minds better than functional or emotional ones. One study found:

• People were 24% more likely to recognize a snippet of a metaphorical ad a week later compared to a functional one.
• Their brains lit up in the hippocampus (the memory hub) when recalling metaphorical ads.

In other words, a clever metaphor can make your brand more memorable than a kid's first trip to Disney.

What’s the big deal with metaphors? 🤔

Metaphors force people to think. When they see an ad with, say, a peach for Olay’s “skin as smooth as a peach,” they pause, process, and have an “aha” moment. That little mental workout means your ad gets remembered instead of scrolled past.

Functional ads, on the other hand, are like reading the manual for your washing machine—useful but not exactly unforgettable. Metaphorical ads engage more parts of the brain, especially areas tied to socializing and creativity.

When to use metaphors (and when not to) ⚖️

Metaphors are ideal for building your brand’s vibe. They’re memorable and emotionally engaging, which makes them perfect for top-of-funnel campaigns.

But if you’re running a sale or trying to convert window-shoppers into buyers, functional ads might still be your MVP. After all, sometimes people just want to know the price and how fast you can ship.

How to start using metaphors today ✅

1. Brainstorm relatable metaphors: Think about what makes your product awesome. Is it fast? Social? Luxurious? Then connect it to something people already know and love.
   • Example: Selling fast shipping? Show a cheetah or a rocket.
   • Example: Selling cozy blankets? Compare them to a warm hug.
2. Create an “aha” moment: Your metaphor needs to make sense but also make people think a little. Don’t overcomplicate it, though. A screaming kid for Bose (noise-canceling headphones) = genius. A screaming kid for...spatulas? Not so much.
3. Test different styles: Your ad doesn’t have to be pure metaphor. Mix it up! Start with a metaphor to grab attention, then end with functional details like pricing or shipping.

A little inspiration to get rolling 🎨

Esselunga, an Italian supermarket chain, nailed this for decades with puns like “John Lemon” (for lemons) and “Van Melonen” (for melons). If they can make produce funny and memorable, imagine what you can do with your products.

So, ready to get metaphorical and make your ads unforgettable? Give it a try, and let your creativity run wild. It’s your turn to be the John Lemon of ads in your industry. 🥳

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Metaphors in marketing don’t just tell a story—they spark a connection, making your brand unforgettable."