This paper investigates the use of figurative language as one of the main features of TED (Technology, Entertainment, and Design) Talks, a new science popularising genre. Drawing upon Wikberg’s (2008) similes classification, which analyses the patterns as ADJ/ADV as, is like N, is like V-ing N, and V like N, the paper examines the use of similes as an explanatory strategy for knowledge dissemination. Focussing on a qualitative and quantitative analysis of the TED talks held between 2006 and 2012, the study shows how TEDsters use similes to compare complex scientific concepts to everyday life experiences; to breach the expert/non expert barrier so that non-experts can participate in the scientific findings; and to look at science as ideas to be discussed rather than information to be passively received. The study also reveals that rather than focussing on culture-bound similes, these audience-oriented talks tend to avoid local cultural references that would not be understood abroad.

Keywords: Science popularisation; TED talks; similes; communicative strategies; figurative language

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