![\"Keyintodeep\"](\"http:\/\/memecon.info\/wp-content\/uploads\/2014\/06\/Keyintodeep.jpg\")
<\/a><\/p>\nThe metaphor works like a Trojan horse that gets easily from outside to inside (see also: Meta model of the language<\/a>). It links basic qualities and insights with the message that is conveyed. Through the surprising link, it activates the attention and keeps it longer in mind.<\/p>\n The following elements facilitate the finding and the formulation of a metaphor.<\/p>\n The usage of the various channels of perception strengthens the effect. Your message is better memorized, when you use the language, the jargon, of your target group and show a not necessarily realistic picture of your message.<\/p>\n Bottom line: The metaphor is a key from the surface structure into the deep structure. The narrative elements in word and picture create the desired attention and improve the retentivity.<\/p>\n\n
\nDescribe your target group and use the found characteristics for the meaningful development of the metaphor, e.g. John Doe and his everyday experience.<\/li>\n
\nFind a common area of life that is familiar to all and releases emotions, e.g. technology. Then, the metaphor can consist of things, activities or roles, e.g. a closed door with a lock and a key.<\/li>\n
\nThe actual characteristics of the metaphor are derived from context-related procedures, relations and logical levels<\/a>, e.g. closed doors can be opened with a key.<\/li>\n<\/ul>\n