In the past decade many companies and individuals have had important choices to make about how they are going to structure their businesses and careers around the influx of new technology. In some vocational fields these rapid advances in technology have created a situation in which the skills needed to adequately perform the job have radically changed. This sort of shift is currently occuring in the field of professional photography. The rapid influx of digital cameras and the relative ease in which this type of image medium makes the publication of images is creating a major demand for professional photogrpahers to operate and understand the mechanisms of the digital camera. I believe that this situation is a unique opportunity for marketers to introduce and market their cameras in such a way that photographers will develop preferences for their brand of digital camera. My study is testing the effects of using specific mappings from multiple base domains with experts and see how these specific analogies affect an experts preferences and expectations about a particular digital camera.