Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.

A metaphor is a way of describing something by saying it is something else. This technique should be familiar to you as you will have studied it at 3rd level. Use this guide to revise and check ...