Metaphor+Spring+14



By: Catlyn Wiegand

According to Foss (2009) "Metaphors are nonliteral comparisons in which a word or phrase from one domain of experience is applied to another domain" (p.267).

How often during the day to we use Metaphors in our everyday language - probably more often than we think. For instance, "my roommate is a pig" would be relating your roommate (which we will assume is human) to an animal (the pig). Metaphors are derived from two Greek words "//meta//" which means "over" and "//phereras//", which means "to carry" (Foss, 2009, p. 267). Therefore, using comparisons from one domain into another domain - a word (and its meaning) is being carried over into another domain.
 * media type="custom" key="25822898" align="right"A metaphor usually joins two terms from different classes of experiences;
 * These two terms are called the tenor (the topic or subject) and the vehicle (lens in which the topic is viewed);
 * Target domain and Source domain are other terms used to describe metaphors - the target domain is the domain in which we are trying to understand; the source domain is the lens in which we view the target domain; "We experience reality through the language by which we describe it; description is the reality we experience"
 * For instance, in the saying "The kids at that school are all brains," kids would be the tenor, target or subject; while the brain is the vehicle, source or lens being applied to the tenor, target or subject.
 * By using different vehicles in accordance to whom we are speaking, a subject may be easier to understand for our audience.


 * "The metaphors "we select to filter our perceptions and organize our experience" are important because "when you choose a metaphor you are also choosing its rules, along with the roles and scripts that those rules dictate." **
 * A teacher may use metaphors that children understand such as animals, or playtime; while a speaker at a business convention may use metaphors that relate more to business or time. Would Lincoln's Gettysburg address have been as respected had he used animals or playtime metaphors instead of the metaphors he used? Probably not.
 * It is important to know your audience and choose the correct metaphor so the meaning is understood. "In their interaction to create a metaphor, the characteristics associated with the vehicle or source are used to organize conceptions of the tenor or target (Foss, 2009, p. 267).
 * If a metaphor is used on the wrong audience, it may be misunderstood. Foss (2009) notes that, "metaphor to be one of four abuses of speech because we "deceive others" when we use metaphor" (p. 267).
 * If someone speaking English is speaking to someone who does not fully understand the language, it is possible to be misunderstood if metaphors are used in the conversation.
 * For instance, "it's raining men" - someone from another culture or not familiar with metaphors or the song, may run for cover.


 * There are rules to using metaphors: Foss (2009) notes that there are some guidelines to the use of metaphors. **
 * A metaphor should not be "ridiculous," "too grand," "too much in the vein of tragedy," or "far-fetched" according to Aristotle;
 * Cicero, according to Foss (2009), notes that, "A metaphor must bear some resemblance to what it pictures, and it should give clarity to a point rather than confuse it."


 * Metaphors can be used to change society and the perception of social issue **
 * Foss (2009) notes that Gloria Anzaldua believes that when the metaphor can be changed to "evoke individual and social change." By changing the metaphor, the perspectives can be changed and thus new connections are formed as well as seeing old issues with new eyes.
 * Foss (2009) also notes that Feldman believes there are five steps involved to creating social change by using different words and different metaphors
 * (1) "Stop Repeating their Words; (2) "Go to another Frame"; (3) "Build a New Frame"; (4) "Break it Down" (5) "Framing is Action"
 * "Stop Repeating their Words:" find new language to describe the issue;
 * "Go to Another Frame:" find new perspectives on the issue;
 * "Build a New Frame:" find another vehicle that captures the issue;
 * "Break it Down:" break down the metaphor into "bite-sized pieces;"
 * "Framing is Action:" frame the new metaphor and perception in a form that is considered action.

One of the most powerful strategies that drug companies use in direct-to-consumer advertising is using metaphors. Notice the video below where people in these ads are having a great time, smiling, enjoying life - while in the background the announcer is telling about all of the side effects of these drugs that could possible harm or even kill you.
 * Direct-to-Consumer Prescription Drug Advertising. **

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The artifacts chosen for this rhetorical-metaphorical criticism are here. media type="custom" key="25823854" align="right" media type="custom" key="25823852" align="left"

**Descriptive Analysis of the Artifacts **

One artifact is animated while the other denotes a man in "real life," however, both artifacts look to influence consumers to use their product or at the very least ask their doctor about the product. A descriptive analysis was chosen to explain these two artifacts. Campbell and Huxman (2009) state, “Think of learning to be a critic as a form of consumer protection, protecting you as a consumer of persuasion" (p. 22). Metaphors play a very large role in both of these ads. 1) The Zoloft ad shows a little animated "person" feeling bad and unhappy while under the dark cloud of unhappiness while the blue bird of happiness is flying around but unreachable. However, one the drug is taken, the animated "person" is free of the unhappiness of the dark cloud, the blue bird is flying around happy, the sun is finally coming out and the flowers are growing - all because the drug has made such a difference in its happiness. 2) The Viagra ad shows a middle aged man that is confident and knows what to do and how to take charge - his big truck gets stuck and what does he do... brings out the horses who are full of life and strength to pull out the truck, then he goes his merry way. The large truck, the cowboy "look," the horses, the setting sun, and the "west" are all metaphors pointing to a younger, stronger, resilient man who should take this drug to revive his sex life.

**Purpose:** The purpose of these two artifacts tries to explain that the audience needs the products that are being advertised. These two artifacts are instrumental in that according to Campbell and Huxman (2009), "they seek overt action from the audience" (p. 24). The audience of these direct-to-consumer ads have a choice to take action as they are told to do in the ads - "ask your doctor."

**Audience:** The receivers of these rhetorical acts - the direct-to-consumer prescription drug ads. The immediate audience is anyone who watches television or sees these commercials on their computer; the target audience for the Zoloft ad would be anyone feeling down and depressed; the Viagra ad is targeted toward men that are middle aged or older that may have issues with their sexual lives. There may not be a specialized audience or a "VIP" audience in which Campbell and Huxman (2009) define as anyone "with social or political power to effect change" (p. 24).

**Persona:** There are a couple of personas in these two ads. One persona is the teacher - both ads are informative. However, another persona exists and that is the reporter. Both ads are telling the advantages and the disadvantages of these two prescription drugs. For some people who are unaware of these drugs, the teacher explains what the drugs do and how they can make a person feel better; the reporter persona reports the side effects and how they can damage and even kill you. Both personas are needed in these ads because even though people may have heard of Zoloft, they may not know exactly what it may do or what the side effects are - this is also true of the other ad for Viagra.

**Tone:** The rhetor's attitude (or rather the pharmaceutical company who is advertising these drugs) is emotional - in both ads. They are playing to the emotion of their audience. The Zoloft ad shows the animated "person" feeling bad when it is not on the drugs and then feeling better once on the drug. However, in the Viagra ad, even though the man seems emotionless, having an erectile dysfunction is very emotional for a man and this ad plays to his sense of manhood through the metaphors that are used - the horses, the cowboy, the cowboy hat, the big truck - the only thing missing is the beautiful woman running out to meet him...

**Evidence:** The Zoloft ad uses statistics and a visual showing the imbalance of "natural chemicals in the brain" which shows Nerve A and Nerve B. People might be impressed that they are using statistics and visuals to make their point. The same with the Viagra ad - they are also using statistics during the narration to prove their point that Viagra is needed by men with an ED.

**Structure:** The ad for Zoloft first shows the animated "person" as being sad - this gains attention by showing the sadness that goes along with depression; then the animated "person" is happy thus showing that the sadness is gone and he/she is all happy again. The second ad shows a handsome man, beautiful background, fabulous horses and interesting music to gain attention.

**Strategies:** Both ads use visual concepts to gain attention as well as plenty of metaphors to get their point across. The language is appealing to the ear even when the announcer is talking about the side effects that could hurt or harm you - even kill you. The rhetor overcomes the challenges by using pleasing scenery, pleasing announcing and light music.

References:

Campbell, K. & Huxman, S. (2009). //The rhetorical act: Thinking, speaking, and writing critically. (4th ed.).// Belmont, CA: Wadsworth.

Foss, S. K. (2009). //Rhetorical criticism: Exploration and practice (4th ed.).// Long Grove, IL: Waveland.

HaroBMXsprain (Jun 4, 2011). //Viagra 2011 Commercial// video retrieved from []

LimsipGY (May 19, 2007). //Zoloft commercial// video retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 110%;">Sharp, J. & Congdon, J. (nd). //Metaphors// video retrieved from []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 110%;">Spark, A. (May 25, 2013). //Prescription Drug Advertisement Compilation// video retrieved from []