Why we love metaphor - an element of good communication

• 1. Why we love metaphor

2. They are fun! 3. They are often insightful. All the worlds a stage, and all the men and women merely players. They have their exits and their entrances. William Shakespeare 4. They help communicate meaning. Imagine Europe is a football club and you join, but once you're in it you can't say, 'Let's play rugby. French foreign minister Laurent Fabius complaining of UKs attitude to Europe 5. They are memorable. Only when the tide goes out do you discover whos been swimming naked. Warren Buffet after global financial crisis. 6. They create a picture False promise wrapped in union jack. Nick Clegg on idea that UK might repatriate powers from EU 7. Phrase used by Abyd Karmali when speaking to FT They are quotable ... (repeated by journalists) 8. They explain. [Scientists] in the field see cells as hardware and genetic code as the software required to make them run. Michael Specter in The New Yorker 9. Our conclusion: Use more metaphors! 10. Written by Lindsay Williams MD The Media Coach [email protected] themediacoach.co.uk