The use of metaphor is not pretentious. Most folks use metaphor, most of the time, in ordinary circumstances – metaphor is hardly limited to poems or wordsmiths. When we look at something familiar but see something different – the metaphorical mind engages. Advertising is grounded in metaphor, where images are often used to counterpoise logic (vintage cigarette ads will provide examples), and we seldom ask ads to explain themselves. Advertising traffics in pathos, which, while it appeals to the emotions, does so in logical ways. The Spanish poet Federico Lorca suggested other forms of logic (words used to reason) are available and frequently used to understand or make sense of persons, places, and things – and of events and experience. Lorca named one other kind of logic Hecho Poético. Poems are not puzzles to solve. They are facts. Poems are modes of experience grounded in common sense, mother wit, connected to mood: indicative, ordering, questioning, wishful, conditional.