The pictorial analogy template in advertising is rather a
creative one. With a pictorial analogy the advertiser is able to make an
allusion to the effectiveness of the product by making a substitution between
the product and another item that has a symbolic significance. This creates a
dramatic situation where an unexpected explanation of the product is given
through a visual metaphor.
This extends beyond pictures as seen in the ad for Citroen.
In this ad the advertiser alludes to the effectiveness of the car by comparing
it to a robot – incidentally, this ad came out around the time when the movie ‘Transformers’
was popular. The substitution is made between the Transformer car and the
advertised product, implying that a Citroen is worthy of being inhabited by
space robots, and is capable of saving the human species, other than being a
good dancer and an innovative car ‘alive with new technology’.
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