“…"Metaphorical strategies could be translated into public health strategies aimed at limiting the social and individual costs" (Schoeneman et al, 2004b, p. 344). Ultimately, we believe since "metaphor builds up our conceptual system, shaping our experience and structuring and reflecting our views of the world" (Amouzadeh & Tavangar, 2004, p. 147), it should be used to describe illnesses in positive, supportive ways that focus on recovery, hence emphasizing curability (Schoeneman, Schoeneman, & Stallings, 2004a). As demonstrated in this investigation, visual and verbal metaphors are powerful enough to endow even the most serious illness with associations of hope, strength, and inspiration.…”