This paper introduces the phenomena of transparently-motivated metaphor. It makes a case for its prevalence, and reports analysis of some of the textual goals that such metaphor can achieve. General principles that can explain many of the uses of metaphor are discussed. Our analysis of metaphors and the resulting principles have led to preliminary developments of a methodology for generating transparently-motivated metaphors that can account for metaphor generation from general principles. This methodology allows for novel metaphor generation, an account of the conceptual structures behind such expressions, as well as an account of the effects of the metaphors.