4. Visual Metaphor

An example of a visual metaphor is the advertisements for Apple Macintosh. Apple promotes itself as ready to use right out of the box with a simplistic design. The Mac is portrayed as laid back and informal while the PC is represented as formal. The PC looks similar to a professor and implies that a PC would probably require some instruction in order to be able to use. Mac’s come ready to use and programmed or have easy instructions which is universal for anyone to use. Also, by using a younger gentleman, as it’s spokesperson, the Mac represents new technology and what is contemporary.