استعاره‌های تصویری در تبلیغات: تحلیل کتاب‌سنجی و مصورسازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

2 دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

3 دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

4 عضو هیات علمی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

10.22051/bmr.2024.45061.2515

چکیده

هدف از این پژوهش که در مرز دانشی تبلیغات صورت می‌گیرد، ارائه‌ی مدلی جامع به‌منظور پیش‌بینی روند آتی حوزه استعاره‌های تصویری در تبلیغات از طریق ارزیابی عملکرد علم و ساختارهای دانشی این حوزه است. به این منظور، در این مرور کمی، با استفاده از روش‌ کتاب‌سنجی و ترسیم نقشه‌های علمی، تلاش شده است که ضمن استخراج الگوهای حاکم در حوزه‌ی استعاره‌های تصویری در تبلیغات، رهنمودهایی به استراتژیست­های تبلیغ، بازاریابان و همچنین پژوهشگران علاقه‌مند ارائه گردد. در این راستا، پس از انتخاب استراتژی مناسب جستجوی ادبیات و اعمال شاخص‌های غربالگری، 743 مقاله از پایگاه داده اسکوپوس استخراج و با نرم‌افزارهای «آراستودیو» و «وی او اس ویور» تحلیل شد. یافته‌های این پژوهش در بخش اول، با استخراج روند سالیانه‌ی انتشارات علمی و شناسایی پر استنادترین مقالات، مجلات و نویسندگان، همچنین مشخص کردن مجلات هسته‌ای این حوزه از طریق قانون برادفورد و تعیین بهره‌وری نویسندگان از طریق قانون لوتکا، ارزیابی جامعی از عملکرد علم ارائه داده است. در بخش دوم یافته­ها نیز با تحلیل شبکه‌های هم رخدادی، هم استنادی و همکاری، ارزیابی جامعی از ساختارهای مفهومی، فکری و اجتماعی دانش ارائه شده است و سپس در بخش سوم با ارائه‌ی مدل پیشنهادی پژوهش، روند تحول و نقاط پژوهشی آتی در حوزه‌ی استعاره‌های تصویری در تبلیغات نشان داده شده است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Visual Metaphors in Advertising: Bibliometric Analysis & Visualization

نویسندگان [English]

  • Aida Shiva 1
  • Masoumeh Hosseinzadeh Shahri 2
  • Mirahmad Amirshahi 3
  • Mohammad Rahim Eafidani 4
1 PhD Candidate in Marketing Management, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
2 Corresponding Author: Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
3 Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
4 Faculty Member, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The objective of this research, conducted at the edge of advertising knowledge, is to present a comprehensive model for predicting future trends in the field of visual metaphors in advertising through the evaluation of scientific performance and knowledge structures. To achieve this purpose, in this quantitative review, we have endeavored to extract prevailing patterns in the realm of visual metaphors in advertising and provide some implications to advertising strategists, marketers, and researchers interested in this field. For this aim, after selecting an appropriate literature search strategy and applying screening criteria, we extracted 743 articles from the Scopus database. These articles were subsequently analyzed using "RStudio" and "VOSviewer" software. The findings of this research, in the first section, have provided a comprehensive evaluation of the science performance by extracting the annual publication trends and identifying the most cited articles, journals, and authors. Additionally, it has determined the core journals in this field using Bradford's Law and assessed author productivity through Lotka's Law. In the second section, through the analysis of co-occurrence, co-citation, and collaboration networks, this research has contributed to a comprehensive assessment of the conceptual, intellectual, and social structures of knowledge within research domain. In the third section, the proposed research model is presented, illustrating the evolutionary process and future research directions in the field of visual metaphors in advertising.

کلیدواژه‌ها [English]

  • Visual metaphor
  • Visual Rhetoric
  • advertising

مراجع

پرچمی سرقین، مریم؛ اسفیدانی، محمدرحیم؛ صادق، محمدهادی؛ کیماسی، مسعود؛ عزیزی، شهریار (1400)، شناسایی چارچوب انتخاب شریک اتحادهای ترفیع از طریق روش مرور نظام مند ادبیات، فصلنامه مدیریت برند، 9(2)، 115-138.
حقیقی نسب، منیژه (1401)، ارائه مدل واکاوی مفهوم تصویر برند مبتنی بر یک مرور نظام مند، فصلنامه مدیریت برند، 9 (3)، 13-58.
زمان فشمی، رحیمه؛ حقیقی نسب، منیژه؛ سید امیری، نادر؛ احدی، پری (1401)، شناسایی عوامل موثر بازاریابی محتوای دیجیتال بر درگیرسازی مصرف کننده با برند: رویکرد بیبلیومتریک، نشریه مدیریت بازرگانی، 14(54)، 573 -601.
کاشانی زاده، زهرا؛ اسفیدانی، محمدرحیم؛ کیماسی، مسعود و معنوی راد، میترا (1398)، طراحی نوع‌شناسی آرایه‌های تصویری با تمرکز بر رابطة تعاملی استعاره و مجاز در تبلیغات چاپی، پژوهشات بازاریابی نوین، 9(1)، 144-125.
Adamczyk, P., Biczak, J., Kotlarska, K., Daren, A., & Cichocki, Ł. (2024). On the specificity of figurative language comprehension impairment in schizophrenia and its relation to cognitive skills but not psychopathological symptoms-Study on metaphor, humor and irony. Schizophrenia Research: Cognition, 35, 100294.
Aparicio, G., Iturralde, T., & Maseda, A. (2019). Conceptual structure and perspectives on entrepreneurship education research: A bibliometric review. European research on management and business economics, 25(3), 105-113.
Baldo, D., Viswanathan, V. S., Timpone, R. J., & Venkatraman, V. (2022). The heart, brain, and body of marketing: complementary roles of neurophysiological measures in tracking emotions, memory, and ad effectiveness. Psychology & Marketing, 39(10), 1979-1991.
Beard, E., Henninger, N. M., & Venkatraman, V. (2022). Making Ads Stick: Role of Metaphors in Improving Advertising Memory. Journal of Advertising, 1-18.
Bolognesi, M., & Strik Lievers, F. (2020). How language and image construct synaesthetic metaphors in print advertising. Visual Communication, 19(4), 431-457.
Burgers, C., Konijn, E. A., Steen, G. J., & Iepsma, M. A. (2015). Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising. International Journal of Advertising, 34(3), 515-532.
Butler, L., & Visser, M. S. (2006). Extending citation analysis to non-source items. Scientometrics, 66(2), 327-343.
Dehay, E. K., & Landwehr, J. R. (2018). A MAP for effective advertising: the metaphoric advertising processing model. AMS Review, 9(3-4), 289-303.
Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in advertising. Journal of Advertising, 40(1), 121-130.
DeRosia, E. D., & McQuarrie, E. F. (2019). Lost and found: Individual differences in propensity to process visual elements of persuasion. Psychology & Marketing, 36(4), 266-275.
Eberhard, K. (2023). The effects of visualization on judgment and decision-making: a systematic literature review. Management Review Quarterly, 73(1), 167-214.
Feng, D., & O’Halloran, K. L. (2013). The visual representation of metaphor: A social semiotic approach. Review of Cognitive Linguistics. Published under the auspices of the Spanish Cognitive Linguistics Association, 11(2), 320-335.
Feng, W. D. (2017). Metonymy and visual representation: Towards a social semiotic framework of visual metonymy. Visual Communication, 16(4), 441-466.
Forceville, C. (1996). Pictorial metaphor in advertising. Routledge.
Forceville, C. (2002). The identification of target and source in pictorial metaphors. Journal of pragmatics, 34(1), 1-14.
Forceville, C. (2016). 10. Pictorial and Multimodal Metaphor. Handbuch Sprache im multimodalen kontext, 7, 241.
Forceville, C. (2017). Visual and multimodal metaphor 0in advertising: Cultural perspectives. Styles of communication, 9(2).
Forceville, C. (2022). Visual and multimodal communication across cultures. The Cambridge Handbook of Intercultural Pragmatics/CHIP, 527-551.
Forliano, C., De Bernardi, P., & Yahiaoui, D. (2021). Entrepreneurial universities: A bibliometric analysis within the business and management domains. Technological Forecasting and Social Change, 165, 120522.
García-Madariaga, J., Moya, I., Recuero, N., & Blasco, M. F. (2020). Revealing unconscious consumer reactions to advertisements that include visual metaphors. A neurophysiological experiment. Frontiers in Psychology, 11, 760.
Gkiouzepas, L., & Hogg, M. K. (2011). Articulating a new framework for visual metaphors in advertising. Journal of Advertising, 40(1), 103-120.
Haghighinasab, Manijeh. (2022). Exploring a Conceptual Model of Brand Image Based on the ADO Framework (A Systematic Review Method). Quarterly Journal of Brand Management, 9(2), 138-115. (in persian)
Harrison, R. L., Thomas, K. D., & Cross, S. N. (2017). Restricted visions of multiracial identity in advertising. Journal of Advertising, 46(4), 503-520.
Huang, Y. (2023). Visual metaphors in advertising: An interplay of visual structure, visual context, and conceptual tension. Journal of marketing communications, 1-30.
Jeong, S. H. (2008). Visual metaphor in advertising: Is the persuasive effect attributable to visual argumentation or metaphorical rhetoric?. Journal of marketing communications, 14(1), 59-73.
Kashanizadeh, Z., Esfidani, M. R., Keimasi, M., & Manavi Rad, M. (2019). Designing a Typology for Visual Rhetoric with a Focus on the Interaction of Metaphor and Metonymy in Print Advertising. New Marketing Research Journal, 9(1), 125-144. (in Persian)
Kenix, L. J. (2013). A converging image? Commercialism and the visual identity of alternative and mainstream news websites. Journalism Studies, 14(6), 835-856.
Kuzior, A., & Sira, M. (2022). A bibliometric analysis of blockchain technology research using VOSviewer. Sustainability, 14(13), 8206.
Lakoff, G., & Johnson, M. (1980). Metaphors we live by. University of Chicago, Chicago, IL.
Lee, S. Y., Jung, S., Jung, H. Y., Choi, S. T., & Oh, S. (2019). Imagination matters: do consumers’ imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?. International Journal of Advertising, 38(8), 1173-1201.
Leung, X. Y., Sun, J., & Bai, B. (2017). Bibliometrics of social media research: A co-citation and co-word analysis. International Journal of Hospitality Management, 66, 35-45.
Lim, W. M., Yap, S. F., & Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?. Journal of business research, 122, 534-566.
Lin, M. H., Jones, W., & Childers, T. L. (2023). Neuromarketing as a scale validation tool: Understanding individual differences based on the style of processing scale in affective judgements. Journal of Consumer Behaviour.
Liu, H., Xu, S. T., Chen, Z., & Hou, Y. (2023). The impact of social distancing on tourists’ preferences for anthropomorphism. Journal of Hospitality and Tourism Management, 55, 383-398.
Margariti, K., Hatzithomas, L., Boutsouki, C., & Zotos, Y. (2022). Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure. International Journal of Advertising, 41(4), 731-770.
Myers, J., & Jung, J. M. (2019). The interplay between consumer self-view, cognitive style, and creative visual metaphors in print advertising. Journal of Marketing Communications, 25(3), 229-246.
McKercher, B. (2008). A citation analysis of tourism scholars. Tourism management, 29(6), 1226-1232.
McQuarrie, E. F., & Mick, D. G. (1996). Figures of rhetoric in advertising language. Journal of consumer research, 22(4), 424-438.
McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses. Journal of consumer research, 26(1), 37-54.
McQuarrie, E. F., & Phillips, B. J. (2008). It's not your magazine ad: Magnitude and direction of recent changes in advertising style. Journal of Advertising, 37(3), 95-106.
Merigó, J. M., & Yang, J. B. (2017). A bibliometric analysis of operations research and management science. Omega, 73, 37-48.
Parchami Sarghein, M., Eafidani, M. R., Sadegh, M. H., Keimasi, M., & Azizi, S. (2022). Recognizing the Framework of Partner Selection in Promotional Alliances through Systematic Literature Review. Quarterly Journal of Brand Management, 9(2), 138-115. (in persian)
Paul, J., Parthasarathy, S., & Gupta, P. (2017). Exporting challenges of SMEs: A review and future research agenda. Journal of world business, 52(3), 327-342.
Paul, J., & Benito, G. R. (2018). A review of research on outward foreign direct investment from emerging countries, including China: what do we know, how do we know and where should we be heading?. Asia Pacific Business Review, 24(1), 90-115.
Peterson, M. O. (2019). Aspects of visual metaphor: an operational typology of visual rhetoric for research in advertising. International Journal of Advertising, 38(1), 67-96.
Phillips, B. J., & McQuarrie, E. F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing theory, 4(1-2), 113-136.
Phillips, B. J., & McQuarrie, E. F. (2009). Impact of advertising metaphor on consumer belief: Delineating the contribution of comparison versus deviation factors. Journal of Advertising, 38(1), 49-62.
Puzakova, M., Rocereto, J. F., & Kwak, H. (2013). Ads are watching me: A view from the interplay between anthropomorphism and customisation. International Journal of Advertising, 32(4), 513-538.
Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21, 372-395.
Refaie, E. E. (2003). Understanding visual metaphor: The example of newspaper cartoons. Visual communication, 2(1), 75-95.
Sharma, M., & Rahman, Z. (2022). Anthropomorphic brand management: An integrated review and research agenda. Journal of Business Research, 149, 463-475.
Stampoulidis, G., Bolognesi, M., & Zlatev, J. (2019). A cognitive semiotic exploration of metaphors in Greek street art. Cognitive Semiotics, 12(1), 20192008.
Stampoulidis, G., & Bolognesi, M. (2023). Bringing metaphors back to the streets: A corpus-based study for the identification and interpretation of rhetorical figures in street art. Visual communication, 22(2), 243-277.
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in influencer marketing: a review and bibliometric analysis. Journal of Interactive Advertising, 22(1), 1-27.
Van Berlo, Z. M., Meijers, M. H., Eelen, J., Voorveld, H. A. M., & Eisend, M. (2023). When the Medium Is the Message: A Meta-Analysis of Creative Media Advertising Effects. Journal of Advertising, 1-18.
Van Enschot, R., van Hooijdonk, C., & Bronkhorst, E. (2023). Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure. International journal of advertising, 42(2), 344-367.
Van Mulken, M., Le Pair, R., & Forceville, C. (2010). The impact of perceived complexity, deviation and comprehension on the appreciation of visual metaphor in advertising across three European countries. Journal of Pragmatics, 42(12), 3418-3430.
Van Nunen, K., Li, J., Reniers, G., & Ponnet, K. (2018). Bibliometric analysis of safety culture research. Safety science, 108, 248-258.
Vrontis, D., & Christofi, M. (2019). R&D internationalization and innovation: A systematic review, integrative framework and future research directions. Journal of Business Research.
Vrontis, D., Christofi, M., Pereira, V., Tarba, S., Makrides, A., & Trichina, E. (2022). Artificial intelligence, robotics, advanced technologies and human resource management: a systematic review. The International Journal of Human Resource Management, 33(6), 1237-1266.
Xu, Z., Cao, S., & Zhao, X. (2021). A Review of Visual Metaphor Based on Visual Typologies and Verbalization Forms. English Language and Literature Studies, 9-21.
Yang, J., & Huang, L. (2023). Comprehension of metaphors in patients with mild cognitive impairment: Evidence from behavioral and ERP data. Acta Psychologica, 235, 103894.
Yu, D., & Shi, S. (2015). Researching the development of Atanassov intuitionistic fuzzy set: Using a citation network analysis. Applied Soft Computing, 32, 189-198.
Zaman Fashami, R., Haghighinasab, M., Seyyedamiri, N., & Ahadi, P. (2022). Designing a Digital Content Marketing Framework to Engage Consumers with Brands on Social Media: A Bibliometric Review. Journal of Business Management, 14(4), 573-601. (in Persian)
Zhang, C., Wang, S., Sun, S., & Wei, Y. (2020). Knowledge mapping of tourism demand forecasting research. Tourism Management Perspectives, 35, 100715.
Ziemkiewicz, C., & Kosara, R. (2009, June). Preconceptions and individual differences in understanding visual metaphors. In Computer Graphics Forum (Vol. 28, No. 3, pp. 911-918). Oxford, UK: Blackwell Publishing Ltd.
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational research methods, 18(3), 429-472.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار