Metaphor
			Refer to concepts using words whose meanings are appropriate to other completely different kinds of concepts l Example: corporation-as-person metaphor: l Speak of a corporation as if it is a person and can experience emotions, has a mind, etc. l “That doesn’t scare Digital, which has grown to be the world’s second-largest computer maker.” l “But if the company changed its mind, however, it would do so for investment reasons, the filing said.”