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Debbie Ward (not verified) April 04, 2013

Hi Katharina. Your article intrigued me as a marketer. I decided to search metaphors for persuasion (your blog came up #3 in search engines). Despite having a background in marketing, I've never thought about metaphors for use in marketing--to get the attention of readers. Of course, descriptive words are always important...but I never thought of metaphors specifically. But, also I help couples negotiate separation agreements. I read that the metaphor for persuasion needs to go first to put your idea into context. Then you can go on to explain. It is then easier for the audience to grasp your point. Anyway, I'll be thinking a lot about metaphors for persuasion as I move forward with my blog posts. But, also, I have a number of concepts that I share with my clients regarding divorce, separation, and behavior and it would be good if I can express them some how using the concept metaphors for persuasion. Debbie from Canada <a href="http://canadianlegal.org">The Canadian Legal Resource Centre Inc.</a>
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Mary April 04, 2013

'A skilful mediator would be able to replace the metaphors held by the adversaries that are unhelpful to the negotiation process with a shared more useful metaphor. This can facilitate the shift to a more helpful perspective.' - I am wondering whether this would be an obvious move on the part of the mediator? Would they in effect hold up a mirror to the metaphor and point out how unhelpful it is and then suggest a new one? Or would they start to repeatedly use their own, better-serving metaphor as part of the process...
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Katharina Hone April 05, 2013

Good point, Mary. I would say that how and when the mediator introduces a new metaphor is always specific to the situation. What is more, the first step is always to get a good grasp of the metaphorical frames that the parties to the conflict are using. We need to ask: How does their world look like; is it a world where you are constantly attacked or constantly attacking; is it about gaining something or protecting something ...? The metaphor the mediator should introduce needs to, obviously, provide a more helpful framework but also needs to fit with how the parties generally see the world or at least take a starting point from there. The tactic as to whether "sneak" the metaphor in or discuss it overtly will also depend on the parties. Talking about this really makes me realize how much interesting research could be done on this matter.
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Lizzie (not verified) March 14, 2018

This article is very helpful thank you

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