نوع شناسی استعاره بصری در تبلیغات تجاری (مطالعه منتخبی ازتبلیغات تجاری در شبکه اینستاگرام) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
تبلیغات تجاری و کاربرد استعاره بصری در شبکه های اجتماعی از منظر رویکرد نوع شناسی، مبتنی بر الگوهای ساختاری و معنایی می باشد. مطالعات اندیشمندان در این نوع استعاره، اغلب معطوف به وجه ادبی بوده، اما نظریه فیلیپس و مَککواری، عناصر بصری در استعاره را مورد مداقه قرار می دهد. پرسش پژوهش در پی نوع شناسی استعاره بصری به روش توصیفی-تحلیلی است و ساختار بصری و عملکرد معنایی در استعاره بصری تبلیغات اینستاگرام را مورد مطالعه قرار می دهد. همچنین تحلیلی از پیچیدگی بصری و غنای معنایی در یک نمونه آماری مشتمل بر 24تبلیغ اینستاگرامی مبتنی بر استعاره بصری را ارائه می دهد. نتایج نشانگر آن است که سه اصل: مجاورت، ترکیب و جایگزینی که به ترتیب پیچیدگی آنها افزایش می یابد در ساختار استعاره بصری تبلیغات تجاری اینستاگرام حضور دارد. عملکرد معنایی نیز بر سه نوع رابطه متمایز: ارتباط، شباهت و تضاد استوار است که به ترتیب بر غنای آن افزوده میشود. نمونه های مورد تحلیل حاکی از آن است که نیمی از تبلیغات تجاری اینستاگرام از عملکرد معنایی ارتباط و بقیه به عملکردهای شباهت و تضاد تعلق دارند. البته تعداد تبلیغات با عملکرد تضاد کمتر از عملکرد شباهت است و افزایش غنا در بسیاری از موارد با کاربرد اثر نسبت معکوس دارد.Typological Approach to Visual Metaphor in Commercial Advertising (Case Study: Instagram Network)
C ommercial advertising in the environment of social networks is an important basis in attracting the audience, current customers as well as potential customers, via visual communication. In such advertising, it is required to recognize visual metaphors according to structural and meaning patterns. Academic studies of this type of metaphor have often focused on the literary aspect, but the typology of Phillips and McQuarrie examines the visual elements involved in creating such metaphors. The research question follows the typological and qualitative analysis of visual metaphor by adopting descriptiveanalytical method to find out visual structure and meaning operating in metaphors used in Instagram advertisements. Quantitative analysis also presents the distribution of complexity and richness in a statistical sample consisting of 24 Instagram advertisements where visual metaphor is the main design device. Phillips and McQuarrie typology consists of three distinct visual structures: juxtaposition, fusion, and replacement, having an increasing complexity, respectively. Meaning operation also includes three distinct types of connection, comparison aimed similarity, and comparison aimed opposition, with an increasing in richness, respectively. Visual structure is about the physical arrangement of visual elements while meaning operation is described in terms of the instructions for inference they suggest. In juxtaposition, two elements are juxtaposed side-by-side with the same size. Fusion is a kind of representation that the two visual elements are combined together and a new visual element is resulted which includes some parts of both elements. As the name shows, replacement is a situation which a visual element is absent and the other element is substituted instead. Complexity and richness are defined by the way the audience interacts with the design and the increase of each one requires more cognitive activity by the audience to perceive the content. Richness of a visual metaphor refers to ambiguity, multiplicity, and polysemy. The results show that the designers of commercial advertisements in Instagram social network have employed all three visual structures to the same extent and the degree of complexity, and this issue does not influence the use of the visual structure. On the other hand, the amount of richness affects the number of ads. The meaning operation of connection which presents the lowest richness includes half of the samples. It means that designers prefer lower richness. Comparison operations, similarity and opposition, are employed in other half of the samples and the number of adds with opposition is less than the number of ads with similarity operation. It is concluded that the increase in richness is inversely proportional to the usage of meaning operation. Besides, the most used type is the combination of replacement as the visual structure, with connection as the meaning operation and it reached around 21 percent of designs. The combination of juxtaposition and connection is found in the second position which is employed in 17 percent of samples. The least used type is the combination of replacement as the visual structure with opposition as the meaning operation which is only consists of around 4 percent of samples.
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