This article is reproduced in SCN Vol 34, Number 5, 2016.
audiences. In Processing Meaning and Metaphor, Dan Fass states that non-literal language is language where a meaning is conveyed that is somehow figurative or symbolic, as opposed to being strictly and accurately descriptive.
In her article on emotional branding Christine Barakat states that, in order for consumers to create a relationship between themselves and a brand, the brand needs to portray a particular personality with specific values and symbols attached to it. Symbolic and non-literal expression is as important as literal expression in the