A request for proposal for a specific program may require the company to review the bids to not only examine their feasibility but also the health of the bidding company and the ability of the bidder to actually do what is proposed.
The most obvious reason for using spatial imagery in metaphors is that the language of the primary processes (e.g., dreams) is spatial imagery. This can explain everything, but is trivial: it is always true, and you cannot make meaningful distinctions with it in a text or in changing contexts.
Imagery is vivid descriptive language that appeals to one or more of the senses (sight, hearing, touch, smell, and taste). Occasionally the term imagery is also used to refer to figurative language, in particular metaphors and similes. According to Gerard A. Hauser, we use imagery in speech and writing not only to beautify but also to create relationships that give new meaning (Introduction to Rhetorical Theory, 2002).