Metaphor in formative evaluation and message design: an application to relationships and alcohol use.

Conceptual metaphor analysis offers an underutilized method for formative evaluation. Using the domain of relationships and alcohol use, the viability of this technique was demonstrated through an analysis of 22 focus group transcripts, exploratory and confirmatory factor analyses, and a message perceptions experiment. The studies revealed a number of conceptual metaphors college students possess and utilize to interpret messages regarding relationships, sexuality, and effects of alcohol use. In light of the results, strategies for message design are suggested.