How Metaphors Enhance Health Marketing Communication: The Case of Dry...

The effects of metaphors in health marketing communication have been studied widely (Semino et al. 2017; Landau et al. 2018). Based on Conceptual Metaphor Theory (Lakoff & Johnson 1980), we investigate the use and effects of metaphors in the communication about Dry Eye Disease (DED) which has developed into a prevalent eye disease (American Optometric Association 2022). We investigate (1) which metaphors are used by patients in their communication about Dry Eye Syndrome, (2) and which metaphors, from a patient’s perspective, are perceived as particularly helpful. We follow a mixed-method design. First, narratives of people suffering from DED are analyzed for the presence of metaphors. Secondly, we survey adults suffering from DED to test the effectiveness of the previously identified metaphors. The results of the study highlight which metaphors are effective for whom and for which communicative purpose. Eventually, we will propose ways for how metaphor may enhance marketing communication.