The medical analogy

One of the most striking features of mobile phone repair shop lays in the use of the medical analogy. As we can see in this picture, there is plenty of elements that use such references, see for instance the photo of masked operator or the vocabulary employed (“The operation was successfull”, “The sick person is healed”, “Operating theater”). Such analogy is derived through the idea of an intervention of an object that is supposedly “sick”, and also because the devices are generally repaired in an hidden area (behind the orange panels), which may correspond to a kind of “operating theater”.