The Myth of Metaphor

Alan CooperCooper
This idea of taking a simple action or symbol and imbuing it with meaning is familiar to marketing professionals. Synthesizing idioms is the essence of product branding, whereby a company takes a product or company name and imbues it with a desired meaning. Tylenol is a meaningless word, an idiom, but the McNeil company has spent millions to make you associate that word with safe, simple, trustworthy pain relief. Of course, idioms are visual, too. The golden arches of McDonalds, the three diamonds of Mitsubishi, the five interlocking rings of the Olympics, even Microsoft's flying window are non-metaphoric idioms that are instantly recognizable and imbued with common meaning.
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