This study examines the persuasiveness of three extended concluding metaphors: sex, death, and sex‐death. Results indicate the extended sex metaphorical conclusion induced greater attitude change in the direction advocated than did the other conclusions. Three explanations are posited: (1) it psychologically arouses and motivates the audience to action; (2) it provides the best culmination of arguments presented in the body of the speech; and (3) it's persuasiveness is a function of both the above. These results provide additional evidence for the contention that metaphor functions differently from other forms of intense language.
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Susan A. Siltanen (1981) studied this question.