Visual Metaphors in Advertising: Bibliometric Analysis & Visualization

Document Type : Research Paper

Authors

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

10.22051/bmr.2024.45061.2515

Abstract

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.

Keywords

Main Subjects

References

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