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استعاره‌های تصویری در تبلیغات: تحلیل کتاب‌سنجی و مصورسازی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 1، دوره 11، شماره 1 - شماره پیاپی 37، فروردین 1403، صفحه 13-58 اصل مقاله (2.78 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2024.45061.2515 | ||
| نویسندگان | ||
| آیدا شیوا* 1؛ معصومه حسین زاده شهری2؛ میراحمد امیرشاهی3؛ محمدرحیم اسفیدانی4 | ||
| 1دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران. | ||
| 2دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران | ||
| 3دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران. | ||
| 4عضو هیات علمی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 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 | ||
| استعاره تصویری؛ آرایه تصویری؛ تبلیغات | ||
| عنوان مقاله [English] | ||
| Visual Metaphors in Advertising: Bibliometric Analysis & Visualization | ||
| نویسندگان [English] | ||
| Aida Shiva1؛ Masoumeh Hosseinzadeh Shahri2؛ Mirahmad Amirshahi3؛ Mohammad Rahim Eafidani4 | ||
| 1PhD Candidate in Marketing Management, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran. | ||
| 2Corresponding Author: Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran. | ||
| 3Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran. | ||
| 4Faculty 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 | ||
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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.
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