{"id":26444,"date":"2021-04-19T05:22:19","date_gmt":"2021-04-19T09:22:19","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26444"},"modified":"2021-05-02T12:14:27","modified_gmt":"2021-05-02T16:14:27","slug":"how-metaphors-work-to-persuade","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/04\/how-metaphors-work-to-persuade\/","title":{"rendered":"How metaphors work to persuade"},"content":{"rendered":"<h2>If crime were a wild beast, we\u2019d be more likely to cage it<\/h2>\n<p>If crime were a virus infecting our city, would we treat it differently than if it were a wild beast preying on our city?<\/p>\n<figure id=\"attachment_26505\" aria-describedby=\"caption-attachment-26505\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26505\" data-permalink=\"https:\/\/www.wyliecomm.com\/how-metaphors-work\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-metaphors-work\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png\" alt=\"How metaphors work to persuade\" title=\"How metaphors work to persuade\" width=\"533\" height=\"300\" class=\"size-full wp-image-26505 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work-300x169.png 300w\" data-sizes=\"(max-width: 533px) 100vw, 533px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 533px; --smush-placeholder-aspect-ratio: 533\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26505\" data-permalink=\"https:\/\/www.wyliecomm.com\/how-metaphors-work\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-metaphors-work\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png\" alt=\"How metaphors work to persuade\" title=\"How metaphors work to persuade\" width=\"533\" height=\"300\" class=\"size-full wp-image-26505\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/how-metaphors-work-300x169.png 300w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><\/noscript><figcaption id=\"caption-attachment-26505\" class=\"wp-caption-text\"><strong>Elephant in the room<\/strong> Change the metaphor, change readers\u2019 minds. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/baby-elephant-sitting-room-watching-city-1605778981\" rel=\"noopener\" target=\"_blank\"><em>Image by lamapictures<\/em><\/a><\/figcaption><\/figure>\n<p>Yes, we would, found two professors in the department of psychology at Stanford University. That\u2019s the power of metaphor.<\/p>\n<p>Metaphor is a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable. \u201cCrime is a wild beast,\u201d for instance. This figurative language allows communicators to anchor ideas quickly \u2014 and change people\u2019s minds and behavior.<\/p>\n<h3>Is crime a virus \u2014\u00a0or a wild beast?<\/h3>\n<p>In one experiment, professors Paul H. Thibodeau and Lera Boroditsky gave participants a report about increasing crime rates in the city of Addison and asked them to propose a solution.<\/p>\n<p>Half the group received this introduction, followed by crime statistics:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Crime is a <strong>wild beast preying<\/strong> on the city of Addison. The crime rate in the once peaceful city has steadily increased over the past three years. In fact, these days it seems that crime is <strong>lurking in<\/strong> every neighborhood.<\/div>\n<p>The other half received this introduction, followed by the same statistics:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Crime is a <strong>virus infecting<\/strong> the city of Addison. The crime rate in the once peaceful city has steadily increased over the past three years. In fact, these days it seems that crime is <strong>plaguing<\/strong> every neighborhood.<\/div>\n<p>When the metaphor stated that crime was a wild beast, 74% of participants proposed catching and jailing criminals and enacting harsher enforcement laws.<\/p>\n<h5>\u201cThe metaphor is perhaps one of man\u2019s most fruitful potentialities. Its efficacy verges on magic, and it seems a tool for creation which God forgot inside one of His creatures when He made him.\u201d<\/h5>\n<h6>\u2014 Jose Ortega y Gasset, Spanish philosopher and statesman<\/h6>\n<p>When it was framed as a virus, 56% of participants proposed tougher enforcement. These folks were more likely to propose investigating the root causes and treating the problem with social reform to inoculate the community, by eradicating poverty and improving education.<\/p>\n<p>That\u2019s the power of metaphor.<\/p>\n<h3>You don\u2019t need to extend your metaphor \u2026<\/h3>\n<p>In a second experiment, Thibodeau and Boroditsky made one change. Instead of developing an extended metaphor with vivid verbs like <em>preying, lurking, infecting<\/em> and <em>plaguing<\/em>, the researchers used a single, simple metaphor:<\/p>\n<h5 class=\"standalone\">Crime is a beast ravaging the city of Addison.<\/h5>\n<h5 class=\"standalone\">Crime is a virus ravaging the city of Addison.<\/h5>\n<p>The results replicated the findings in the first study: Participants were more likely to suggest enforcement (62%) than reform (38%). But participants who\u2019d read that crime was a beast were more likely to suggest enforcement (71%) than those who\u2019d read that crime was a virus (54%).<\/p>\n<p>The single metaphorical noun was enough.<\/p>\n<p>That\u2019s the power of metaphor.<\/p>\n<h3>\u2026 But you do need to set it up at the beginning.<\/h3>\n<p>In a third study, Thibodeau and Boroditsky played with where in the message they introduced the metaphor. Instead of leading with the analogy, they concluded with it.<\/p>\n<p>And instead of asking participants to propose solutions, the researchers asked them to research solutions.<\/p>\n<p>This time, the metaphor made no difference. Participants who read the crime-as-a-beast metaphor were nearly as likely to gather additional information about the city\u2019s social situation (69%) as those who read the crime-as-a-virus metaphor (64%).<\/p>\n<p>Location matters: Set up your metaphor at the beginning of your message, not just at the end. (And please, <a href=\"https:\/\/revvingupreadership.com\/writing\/how-to-write-creative-content\/how-to-write-a-metaphor\/how-to-metaphor\/\" rel=\"noopener\" target=\"_blank\">avoid dead metaphors, aka clich\u00e9s<\/a>.)<\/p>\n<h3>Readers don\u2019t register metaphor\u2019s influence.<\/h3>\n<p>In all of the experiments, participants didn\u2019t recognize the power of metaphor.<\/p>\n<ul>\n<li>In the first experiment, just <strong>7% identified the metaphor as influential<\/strong>.<\/li>\n<li>In the second experiment, <strong>participants identified the crime statistics<\/strong>, which were the same for both groups, <strong>and not the metaphor, as the most influential<\/strong> aspect of the report.<\/li>\n<li>In the third experiment, just <strong>10% of participants reported that the metaphor influenced<\/strong> their decision.<\/li>\n<\/ul>\n<h3>How metaphors work in the real world<\/h3>\n<p>Metaphor changes minds \u2014 and public policy \u2014 outside the lab as well as in, Thibodeau and Boroditsky point out.<\/p>\n<p>When Ronald Reagan declared a war on drugs in the 1980s, policies mandated longer, harsher sentences for drug-related crime. Since then, the incarceration rate has more than quadrupled in the United States.<\/p>\n<h5>\u201cIf a picture is worth a thousand words, a metaphor is worth a thousand pictures.\u201d<\/h5>\n<h6>\u00a0\u2014 Daniel Pink, author, <em>A Whole New Mind<\/em><\/h6>\n<p>A crime-prevention program run by an epidemiologist in Chicago treats crime according to the same regimen used for diseases like AIDS and tuberculosis, focusing on preventing spread from person to person.<\/p>\n<p>When police officers saw their jobs as hunting down and catching a serial rapist, they decided to keep some information from the community so they could set traps for the suspect, according to an analysis by G. Kelling. The rapist attacked 11 girls over 15 months before being captured. If police had shared the information, focusing instead on inoculating the community against further harm, Kelly said, they might have prevented some of the attacks.<\/p>\n<p>The girls, Kelling writes, \u201cwere victims\u2026 not only of a rapist, but of a metaphor.\u201d<\/p>\n<p>That, too, alas, is the power of metaphor.<\/p>\n<div id='MC-AOS-MP' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-40\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>____<\/p>\n<p>Sources: Paul H. Thibodeau and Lera Boroditsky, \u201c<a href=\"http:\/\/journals.plos.org\/plosone\/article?id=10.1371\/journal.pone.0016782#s4\" target=\"_blank\" rel=\"noopener\">Metaphors We Think With: The Role of Metaphor in Reasoning<\/a>,\u201d <em>PLOS One<\/em>, Feb. 23, 2011<\/p>\n<p>G. Kelling, \u201cCrime and metaphor: Toward a new concept of policing,\u201d <em>City Journal<\/em>, Vol. 1, 1991<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If crime were a wild beast, we\u2019d be more likely to cage it<\/p>\n","protected":false},"author":6,"featured_media":26505,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[48],"tags":[347,12977,12978],"class_list":{"0":"post-26444","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-metaphor","8":"tag-cliches","9":"tag-metaphors","10":"tag-persuade","11":"entry"},"yoast_head":"<!-- This site is optimized with the 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