Seven Kinds Of Metaphor

“When you hear people’s metaphors, how do you categorise them?” I was asked recently.

My initial thought was to answer, “I don’t, because everyone’s metaphors are unique to them. They might seem similar on the surface, but when you get into the detail, they are unique.”

And while I do think that’s true, I’m also happy to acknowledge that categorisation can be useful, particularly as you first get to grips with noticing, and then exploring, the metaphors people use.

Here’s a system from Prof Gerald Zaltman. He and his team interviewed 12,000 people in more than 30 countries around the world, and came up with a list of seven categories which they called “deep metaphors”.

• Balance

• Transformation

• Journey

• Container

• Connection

• Resource

• Control*

So, here’s a challenge. Each day this week, pay attention to noticing metaphors from a different one of these categories. How many can you find – in the newspapers, on the web, on TV and radio, or in overheard conversations.

And the advanced level: see how many metaphors you can find that don’t fit into any of these categories! I’d love to hear how you get on: please comment below.

*This list is from Zaltman’s book Marketing Metaphoria. I’d love to recommend it, but to be honest it’s not half as good as his brilliant How Customers Think.

• If you’re new to noticing metaphors, you can download my new free guide by completing your details at the top right of this page.