Advertisements uses metaphor + similes a lot for their taglines. When juxtaposition are used in advertisements, it gives a more lasting impression to viewers as they are active participants when they think and associate the different elements.
Metaphor = links 2 different elements together without using the word 'as/like'
Eg:
"Love is a Fine Wine"
From that metaphor of love, we can say that true love age like wine, becoming more intense as time goes by. Intensified by experience and memories, the couple is infatuated by each other.
"Death is an Awakening"
When we are at the brink of life and death, flashes of things important and significant will cross our minds. That is when we truly appreciate those memories and emotions.
Simile = link 2 different elements using the word "as / like"
Eg:
"As wise as an owl"
Owl has been used since ages ago to represent wisdom. Athena the Greek Goddess of Wisdom, is depicted accompanied by an owl often in paintings and statues.
"Athena, who was associated with art and philosophy, was depicted in owl-like bird-form. Hence, the picture of an owl was equated with the patrons of high thought."
Visual metaphor used in advertisements
"Driving a Rover is 'like' having a lion as a pet."
Unprotected Sex is 'like' being in bed with a venomous arachnid.
http://www.artraj.com/blog/redpres01.htm
Not only that, we discussed about oxymoron in class.
It means the usage of 2 clearly different words that has different values. Though contradicting between each other, they make sense together.
For example,
Deafening silence. "Deafening" is often used to describe extremely loud sound. It is contradicted by "silence" which means the absence of sound.
Together, 'deafening silence' describes silence that is so extreme and prolonged; when you hopefully expect the silence to be broken, there is no sound.
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