Good coffee just like friendship which is rich and warm and strong。 PAN-AMERICAN COFFEE BUREAU。 Here the AD uses the similarity of friendship which compared coffee directly into friendship, making consumers feels rich, warm and mellow after reading this ad。

This ingenious device screws down on to the oyster case, closing as securely as the hatch of a submarine。 Rolex Oyster (watch)。

The Lands’ End cashmere sweater。 Soft and silky as the beard of a Mongolian goat。 (Lands’ End)

All these advertisements, the similarity between the body and the tenor is clearly said in each simile。 The intangible characteristics of the product and its service, such as the taste of the food, the processing of clothes, etc。 are both made tangible and physical。