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.