The primary benefit of drawing an analogy in an argument is that it appeals to an experience familiar to the audience. It makes a connection. The writers of Forrest Gump knew that pretty much everybody has bitten into a chocolate only to be disappointed by a filling that wasn’t expected or hoped for. This connection can be used in a number of different ways: to emphasize shared values (ethos), to assert what we all know to be true (logos), or to tap into strong emotions based on personal experience (pathos).

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Take a look at the cartoon above by Tony Auth on the controversy about the name of the Cleveland Indians, a professional baseball team. He argues that the name is offensive by drawing an analogy to other similar names that reflect ethnic groups. So, if the Cleveland Indians is a perfectly acceptable name for a professional sports team, he claims through his cartoon, then why not the Cleveland Asians or Africans or Hispanics—all clearly offensive names. But he goes even further by drawing visual analogies: if Chief Wahoo, the symbol of the Cleveland Indians since the 1940s, is acceptable (though many do see him as racist), then wouldn’t such stereotyped caricatures of other ethnicities also be appropriate? The artist casts doubt on the name and logo of the Cleveland Indians by drawing an analogy to other examples that are patently offensive. In light of arguments such as this, the Cleveland Indians abandoned the Chief Wahoo mascot and replaced it with a simple letter C.