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metaphor

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    Rhetoric & Omission Entry #0593

    The reason a metaphor smuggles a premise

    A comparison arrives as decoration and leaves behind a structure. Whatever was true of the source is now assumed of the subject.

    Novice
    The hidden part #0593

    A metaphor imports relations, not colour. The premises it supplies are never stated, so they are never contested.

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    Scent Marketing Entry #1054

    The reason a clean scent makes a store feel more honest

    Cleanliness and honesty share a metaphorical link in the brain, so a fresh scent activates moral associations that transfer to the brand.

    Adept
    The hidden part #1054

    The branch does not smell honest — but clean and honest share a metaphor, and the nose cannot tell them apart.

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