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Empirical investigations of metaphor's persuasive effects have produced mixed results. In an effort to integrate the literature, we present a review and meta‐analytic summary of existing studies. Six explanations for the potential suasory advantage of metaphor over literal language were reviewed: (a) pleasure or relief, (b) communicator credibility, (c) reduced counterarguments, (d) resource‐matching, (e) stimulated elaboration, and (f) superior organization. Next, a meta‐analysis was conducted and the impact of seven moderator variables was tested. The overall effect for the metaphor‐literal comparison for attitude change was r = .07, which supported the claim that metaphors enhance persuasion. The effect rose to r = .42 under optimal conditions, when a single, nonextended metaphor was novel, had a familiar target, and was used early in a message. Metaphor appeared to exert a small effect on perceptions of …