Metaphoric analysis has been extensively studied in the following fields:

Cognitive science

Semiotics

Education

Linguistics

Psychology

Literature

Marketing

A Well-Studied Technique

Our work is based on a number of studies and publications, including the following:

Zaltman, G. et al. “The Sure Thing That Flopped.” Harvard Business Review 86, nos. 7/8 (July/August 2008)

Se-Hoon, J. et al. “Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?” Journal of Marketing Communications, Volume 14, Issue 1 February 2008, pp. 59–73.

Braun-Latour et al. “Memory Change: An Intimate Measure of Persuasion.” Journal of Advertising Research (March 2006): pp. 57–72.

Mast, Fred W. et al. “A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm.” Brain Research Bulletin 67, No. 5 (November 2005): pp. 422–427.

Rangan, V. K. et al. “The Pedagogy of Executive Education in Business Markets.” Journal of Business-to-Business Marketing (Fall 1998).

Venkatesh, R. A. et al. “Influence Strategies in Buying Centers.” Journal of Marketing 59, No. 4 (October 1995): pp. 71–82.

Suggested Reading

If you’d like to look into metaphoric analysis in more detail, the following book is a good introduction to the subject:

Zoltán Kövecses, Metaphor, a Practical Introduction. Oxford University Press, 2002