Metaphors pose a means of getting deeper as they enable access to feelings and thoughts that can’t be readily expressed in words. Latest thinking about emotions points to the potential importance of somatic metaphors because emotions are embodied – that is, experienced in the body. By accurately reflecting the bodily experience marketers create more powerful communications. Metaphors are perfect for this.
Some examples of somatic metaphors are: ‘step forward’, ‘over the top’, ‘hidden’, ‘surface’, ‘deep’, ‘down to earth’, ‘expanding’, ‘out there’, ‘warm hearted’, ‘blood boiling’, ‘weighted down’, and ‘backed up against the wall’. These metaphors all relate to bodily experience. They can contain clues that help researchers understand people’s emotions as well as predispositions to like and dislike ads, packs and brands.
Somatic metaphors are used in marketing somatics a new emerging area of marketing practice that leverages the knowledge with the consumer's own brain maps.
We need to widen our ‘vocabulary’ to encompass experiences that cannot be readily expressed in language. This is where metaphors became very useful and where somatic metaphors are working particularly well as a means of gaining insight.
