Message design: Figurative language

Figurative language is a form of non-literal language that consists of two subtypes: (i) schemes like alliteration and rhyme that focus on excessive regularity and (ii) tropes like metaphor and irony which emphasize irregularity. In the classical perspective, figurative language was mainly seen as an ornamental packaging cue, by presenting a literal statement in a more attention-grabbing way. The contemporary perspective on figuration acknowledges that rhetorical devices like metaphor, hyperbole, and irony can also contain conceptual content and serve as frames. Such figurative frames can serve various communicative goals, including sensemaking and behavior change. In terms of sensemaking, figurative frames can make complex and abstract health issues more concrete and easier to understand. This can occur in a variety of settings, such as health campaigns, illness narratives, and health policies. Figurative frames can be used for sensemaking in empowering and disempowering ways. In the latter case, figurative frames may be explicitly resisted or actively reframed. In health campaigns, figurative language can be used for behavior change. In such cases, the figurative devices are often novel and creative, and present recipients with a small puzzle to solve. Solving this puzzle can generate positive feelings, which can transfer to the campaign message. In some cases, using figuration in health campaigns can backfire, for instance when recipients do not understand or incorrectly interpret the figurative message. Figurative language thus has an important potential in health communication, but this message strategy can also lead to resistance and unintended consequences.