Brand Design, Brand Marketing and Brand Psychology

Art of Presentation: Magnetism in Metaphors

Posted by sarmistha tarafder on Nov 7, 2011 9:37:00 PM

design and metaphors

A metaphor is an image or a story to represent an idea that is abstract or intangible.

The classic metaphor "The Melting Pot" and its message holds a tremendous power on the national imagination – the promise that all immigrants can be transformed into Americans and be part of the American democratic wheel of freedom and civil liberty. Another overused contemporary metaphor that comes to mind is “war”. It is one of the dominating visuals of our current mass psyche....The war on cancer, the war on drugs, the war on terrorism, the war on middle class...We are devoted to war games and ponder about the violence in our society.

Nothing rivals the human body when it comes to metaphors. Since the time of Aristotle architectural metaphor attributed to human anatomy and vice versa. "What walls and beams provide in houses, poles in tents, and keels and ribs in ships, the substance of bones provides in the fabric of man." In our modern techno-machinist society, the computers are described in bodily metaphors. In athletic interplay or in armed conflict human body is nothing less than a high performing machine. In creative expression of ballet, human body is an art form. In fashion, human body is a display. In metaphysics, human body is a vehicle for the spirit and in the skilled hands of Richard Macdonald human body becomes the celebration of spirit.

Metaphors are powerful aid to our imagination. Metaphors shape and define the boundaries of how we think about problems and how to solve them. Metaphors capture our imagination by speaking the language of the brain. It is the language of experiences, attitudes and influences. Metaphors appeals to all our senses and makes dry business messaging a common play ground that is shared by Visuals, Kinesthetics and Auditories. Metaphors make communications easier, richer and quicker to understand. Capture the imagination and you Capture the heart.

Come up with a metaphor to represent your personality or your marketing message. When you are presenting at a company meeting or special venues like trade shows use the magic of metaphors to direct your audience to their senses and transport excitement, imagination and dimension. Your audience will thank you.

As I draw an end, the perennial metaphor about human body comes to mind. In the Katha Upanishad 1:3:3., it has been said “Know that the Self is the rider, and the body the chariot; that the intellect is the charioteer,  the mind the reins and the five senses the horses.”........ I will let the richness of this metaphor feast your brain. Good Luck!

Topics: Art of Presentation, Visuals, Kinesthetics, Auditories, Metaphors, Nicholas Boothman, the view from the center of the universe, cosmology, Sarmistha Tarafder, Face-to-Face Marketing

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Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!