Metaphors may produce desired sensations because of figurative metaphoric connections, and they can speed up the processing of complicated or abstract material. As a result, a growing body of advertising research has focused on this topic in recent decades.This study provides a review of metaphoric research in the marketing literature, explains why metaphoric advertising is important for achieving key advertising objectives and points out critical research gaps in the existing literature. Marketers often use metaphors in their persuasive discussions with customers, and they suggest that a product, brand, service, or company propagate a distinct concept. Marketers accomplish a variety of goals,including gaining customers' attention, engraving imagery, highlighting comparisons, suggesting a bond between an idea and product, explaining a complicated or technical product, and affecting the opinions and thoughts of consumers. Advertisers would benefit from understanding how people process metaphors, if consumers understand metaphors employed in marketing.

This research explores the field of ecolinguistics, the study of the relationship between language and ecology with a particular emphasis on how language expressions affect how people perceive their surroundings. Using Stibbe's(2015)ecolinguistic paradigm of salience and erasure, six environmental commercials are analyzed and divided into constructive and destructive categories. To investigate how these strategies appear in ads and how well they work to communicate environmental messages, both qualitative and quantitative approaches are used.While the quantitative component evaluates the frequency and impact of the advertising, the qualitative analysis examines how salience and erasure are applied to them. The findings suggest that salience is a strategy that is mostly employed in constructive commercials to draw attention to important environmental issues, whereas, in destructive advertisements, both salience and erasure are equally used. According to the study's findings, salience works especially well for positive ads since it can highlight important facets of environmental campaigning.