In a study by Ottati, Rhoads & Graesser (1999), it was shown that metaphor can only increase persuasiveness of a communication if certain conditions are met; when the content resonates with the preferences and interests of the viewer and when the message contains strong and compelling arguments. In their study, they recruited 286 participants (of which who liked or disliked sports) and randomly assigned them to one of four audio-taped conditions; strong arguments plus literal filler sentences, weak arguments plus literal filler sentences, strong arguments plus metaphorical filler sentences, and weak arguments plus metaphorical filler sentences. They found that sports metaphor would increase systematic processing among individuals who like sports but decrease systematic processing among individuals who dislike sports.
In this poster, the target audience will be those who consider convenience as a decision factor when purchasing this USB. So, the use of metaphor would increase persuasion on those target audiences.
Ottati, V., Rhoads, S., Graesser, A.C. (1999).