ABSTRACT

Familiar analogies and metaphors are effective because they leverage the human tendency to be persuaded when things seem to fall into place as a matter of course - when, in other words, the reader is able to fill in the blanks for herself because the situation is like something she already knows. This chapter focuses on familiar analogies and metaphors, one kind of argument that might be made in hard cases in an effort to prompt intuitive recognition or adoption of a favorable schema. Depending on the persuasive context, the advocate may aim for an intuitive judgment that is also a final judgment. Or the advocate may hope to initiate a process in which the flash of recognition is only the first step. When confronted with a hard case, the advocate may rely on a familiar and comfortable comparison to begin to influence a neutral or uncommitted decision maker.