A while I ago I took an alleged advertising “expert” to task for having declared that radio copywriters never should use metaphors in their commercials, because “metaphors don’t work in radio advertising.”
Here’s an example of how effectively a metaphor can be used to communicate the essence of a new and unusual product.
This is from a print ad for Trader Joe’s Salted Caramel Chai Tea Latter Mix, but it’s written so conversationally that it easily could be a radio spot.
“Think of Trader Joe’s Salted Caramel Chai Tea Latter Mix as the liquid form of the salted caramels you love so much. Or, think of it as the slightly salty, sweetly caramel-y form of your favorite tea drink. Better yet, don’t think about it at all. Just drink it.”
Notice how they didn’t talk about the history of Chai Tea.
Nor did they waste their (and the consumers’) time by poetically describing the texture of caramel.
Rather, they used a couple of simple, easy-to-comprehend metaphors.
