An Exploration Of How Deep Metaphors Effect Brand Communications

All the human beings use metaphors constantly, “History river” “My heart is just like a fawn running around” “I was defeated by you” “Time is money” “Spending money as a liquid way” “I am so happy that I could fly” “My heart was felt into the valley bottom”, all the common expressions contain metaphors, we unconsciously use river to describe history, use a fawn running around to describe the nervous mood,use war to describe a battle, use money to describe money, and money is water.We human beings don’t realize that metaphors build our cognitions, even we can say that we survive, know the word and understand the things we experience by metaphors. While deep metaphors are the frame of all the metaphors and our mind,which is an unconscious viewing lens. If our mind was a building, deep metaphors must be the rebar frame and the metaphors we can say out must be the tiles.The mind frame and the true motivations can be accurately found through digging into the deep metaphors, which really mean a lot to brand communications.The brand can find the most effective communication language to touch the audiences in the numerous and wild world, and finally realize the objective.That is, we can build a bridge connected the brand and the deep mind of the target audience by using deep metaphors.