There have been many attempts to describe and represent the theory of plate tectonics to laypeople. In the context of a study conducted at the request of a museum, we have tried to determine how the concepts of both geological time and the movements of the plates have been reformulated. After having systematically studied in detail publications aimed at more or less educated readers, we have selected a corpus of twelve articles from nine different magazines or journals. Among the different means of expression used by the popularizers, rhetorical figures constitute a significant resource. Procedures based on analogy (metaphor, comparison, analogical reasoning) were brought together in a single category without differentiating between the figures. This paper proposes a critical inventory of the most prominent figures constructed on the principle of analogy and used to explain tectonic concepts to different categories of reader. This work should help museum curators to choose how they reformulate these concepts.
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