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This paper explores the nature of metaphors used in magazine advertisements theoretically and empirically, illustrating how they may be differently interpreted according to an individual's perceptions, interests, experiences and motivations. Extraneous factors influence the whole process and research is required in order to establish how they exert influence. Gender differences are reflected in perceptions, interests, experiences and motivations and impact on the whole process of how the metaphor is conceptualized in people's minds. The impact of cultural differences is illustrated and a model of how metaphors used in magazine advertising are assimilated or rejected by viewers is presented.