Writing goal: good intro
In the past when people would go on road trips they would take along a big fold out map. If they got lost they would have to either stop and ask for directions, or sprawl the map across the hood of the car and figure out the best route to take. Nowadays, in the age of technology, these giant maps are becoming obsolete, replaced by electronic maps and direction-givers: GPS. One brand of GPS, Mio, released an ad that features a several roads looking like they have been tangled up and tied in a knot. In this ad, Mio used metaphor and hyperbole to convey how well Mio GPSs give directions.
Pictured right in the center of the ad is a giant metaphor: roads being depicted as a tangled knot of yarn or string. The metaphor of the roads being tangled like string serves to emphasize the feelings of helplessness and anxiety that people associate with getting lost. When one doesn't know where he or she is going, then the roads might as well be tangled up into a knot. Luckily, the add presents a solution to this problem: a Mio GPS! Through the metaphor, Mio explains that their GPSs are top-notch, and can get people to where they need to go.
The metaphor is strengthened through the use of hyperbole. The extent to which people get lost is clearly exaggerated. Sure people ma take a wrong turn or two, but the roads are never tied up in a knot. The hyperbole has the effect of conveying that a Mio GPS is effective at giving directions even in the unlikely worst-case-scenario, and has the effect of emphasizing just how good the Mio is at giving direction.
This ad appeals to the basic human desire to save time by getting where they need to go. Through metaphor and hyperbole, the ad presents a way never to get lost again: the Mio GPS. It even pointedly asks in the corner "Lost?" Well perhaps if you had a Mio GPS you wouldn't be.
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