Assignment MT3.3

Metaphor 1: “Shine brighter than ever” (intelligence and success= light)
This advertisement is for Bowling Green State University and their photochemistry department. The caption below the metaphor describes how research at Bowling Green helped Spectra Group Limited, Inc. become one of the world’s leading companies in research for photopolymers. The metaphor, relates to intelligence as being light and the brighter you shine, the more successful and smarter you become. It implies that if you attend or do research at Bowling Green’s photochemistry department, you can become smarter and more successful than you ever were and become “brighter” than people without the education from BG. This metaphor also implies that not only will you get an education and diploma from BG, but the “bright” lifestyle that comes along with it. Since this ad is so specific to BG, I do not think that it can affect public policy.




Metaphor 2: “Small is beautiful” (Small and Simple Technology = Beauty)

This slogan is for the new Mac mini from Apple Computers. It functions just like an ordinary computer but it fits in the palm of your hand. It is about the size of three stacked DVD cases. The metaphor, “Small is beautiful” implies that technology should be small, thin, light, and simple in order for it to be appealing to people. In the 1950’s when computers were first developed, these machines would take up an entire room and weigh a ton. Scientists in this era predicted that future computers would become much bigger and heavier. Today, the complete opposite has taken place, where the most sophisticated technology is “the thinnest,” and “the lightest.” This metaphor affects the way people should perceive technology. It makes people believe that the most advanced technology should small and light in order for it to be pleasing. Apple has really set a new trend towards “shrinking” electronics and computers. I am just waiting for the day were I can have a live wireless Internet feed directly into my brain.




Metaphor 3: “Your cell phone is so Zach Morris.” (Technological or electronic device = cheesy character of 80’s teen sitcom)

I first heard this term among one of my friends who can sometimes act like a ditsy stereotypical sorority girl. If someone had a phone that looked kind of dated or old, my friend would use this metaphor. If you did not know, Zach Morris is the main character in the 80’s sitcom, “Saved by the Bell.” In the show, he would always pull out cell phone that reflected “primitive 1980’s cell phone technology.” It was a about the size of a shoebox and was a dull grey color with a huge antenna. Even if you search for “Zach Morris” in Google Images, many images are found with random people holding up their old cell phones. Not only can you use this term for cell phones, but it can be used for any other electronic devices such as, “your TV is so Zach Morris.” Even though this metaphor sounds really silly, it show a lot about how fast technology is moving around us. It does not take much time for a lot of technologies to become dated. A lot of people get new cell phones every year, or even upgrade their computer every other year. This metaphor demonstrates how hard it is too keep up with the most current technologies. Everyday, something new is coming out and trends are changing constantly. It can be very overwhelming for people.