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Theory:
We make sense of a new idea by comparing it to other ideas or situations. (More info on Wikipedia: Conceptual Metaphor)
Application:
You can help people understand your message by using a literal or implied analogy through visual imagery or evocative language. This association helps people understand (difficult) concepts. For example: If your product solves some kind of problem, compare your solution with other -more familiar- situations with the same solution.
