Ridicule

Metaphors can convey brutal truths in a way that rational arguments cannot.

It has taken new British Prime Minister Liz Truss only about six weeks to convince everyone of her incompetence. Her approval rating is 17 percent, she was steps away from leading the world into a full-blown economic catastrophe, and most pundits believe it is a matter of days until she resigns.

The Economist wrote, “Take away the ten days of mourning after the death of Queen Elizabeth II, and she had seven days in control. That is roughly the shelf-life of a lettuce.”

The Daily Star tabloid is trying to have some fun with this metaphor. It has begun a YouTube livestream with a photo of Truss next to a head of lettuce with the caption, “Can Liz Truss outlast this lettuce?”

The lettuce changes its appearance every day.  Someone added  a blond wig that resembles Truss’ own locks, then a smile, and then a waving hand.

It’s metaphor at its wicked finest. Not only does it make Truss’ short tenure more tangible, but it also frames her as an object of utter contempt and ridicule. If you’re being compared to a head of lettuce, you’re not strong, you’re not smart, you’re basically nothing. It is a metaphor for complete ineptitude -- no one would have compared Churchill or Thatcher to a head of lettuce.

It reminds us a bit of this response to a white nationalist march in South Carolina – some guy followed them down the street with a tuba playing a dopey oompah version of March of the Valkyries. It was like a soundtrack that re-framed these very threatening and scary racists as ridiculous buffoons.

Not to suggest that Truss is as menacing as those people, but the point is that nothing stings more than being laughed at, and sometimes scorn and ridicule (fueled by metaphor) may be a more potent counterpunch than righteous rage or dry facts.

Brands can do this, too – metaphor can be used to skewer the competition in a fun way. The old Mac vs. PC ads are a classic example.