خلاصة:
تبلیغات تجاری و کاربرد استعاره بصری در شبکه های اجتماعی از منظر رویکرد نوع شناسی، مبتنی بر الگوهای ساختاری و معناییمی باشد. مطالعات اندیشمندان در این نوع استعاره، اغلب معطوف به وجه ادبی بوده، اما نظریه فیلیپس و مَککواری، عناصر بصریدر استعاره را مورد مداقه قرار می دهد. پرسش پژوهش در پی نوع شناسی استعاره بصری به روش توصیفی-تحلیلی است و ساختاربصری و عملکرد معنایی در استعاره بصری تبلیغات اینستاگرام را مورد مطالعه قرار می دهد. همچنین تحلیلی از پیچیدگی بصری وغنای معنایی در یک نمونه آماری مشتمل بر 24تبلیغ اینستاگرامی مبتنی بر استعاره بصری را ارائه می دهد. نتایج نشانگر آن استکه سه اصل: مجاورت، ترکیب و جایگزینی که به ترتیب پیچیدگی آنها افزایش می یابد در ساختار استعاره بصری تبلیغات تجاریاینستاگرام حضور دارد. عملکرد معنایی نیز بر سه نوع رابطه متمایز: ارتباط، شباهت و تضاد استوار است که به ترتیب بر غنای آنافزوده میشود. نمونه های مورد تحلیل حاکی از آن است که نیمی از تبلیغات تجاری اینستاگرام از عملکرد معنایی ارتباط و بقیهبه عملکردهای شباهت و تضاد تعلق دارند. البته تعداد تبلیغات با عملکرد تضاد کمتر از عملکرد شباهت است و افزایش غنا دربسیاری از موارد با کاربرد اثر نسبت معکوس دارد.
Commercial advertising in the environment of social networks is an important basis in attracting the audience, current customers as well as potential customers, via visualcommunication. In such advertising, it is required to recognize visual metaphors according to structural and meaningpatterns. 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 involvedin 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 meaningoperating in metaphors used in Instagram advertisements.Quantitative analysis also presents the distribution ofcomplexity and richness in a statistical sample consistingof 24 Instagram advertisements where visual metaphor isthe main design device. Phillips and McQuarrie typologyconsists of three distinct visual structures: juxtaposition,fusion, and replacement, having an increasing complexity,respectively. Meaning operation also includes three distincttypes of connection, comparison aimed similarity, and comparison aimed opposition, with an increasing in richness,respectively.Visual structure is about the physical arrangement of visualelements while meaning operation is described in terms ofthe instructions for inference they suggest. In juxtaposition,two elements are juxtaposed side-by-side with the samesize. Fusion is a kind of representation that the two visualelements are combined together and a new visual element isresulted which includes some parts of both elements. As thename 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 onerequires more cognitive activity by the audience to perceivethe content. Richness of a visual metaphor refers to ambiguity, multiplicity, and polysemy. The results show that thedesigners of commercial advertisements in Instagram social network have employed all three visual structures tothe same extent and the degree of complexity, and this issuedoes not influence the use of the visual structure. On theother hand, the amount of richness affects the number ofads. The meaning operation of connection which presentsthe lowest richness includes half of the samples. It meansthat designers prefer lower richness. Comparison operations, similarity and opposition, are employed in other halfof the samples and the number of adds with opposition isless than the number of ads with similarity operation. It isconcluded that the increase in richness is inversely proportional to the usage of meaning operation. Besides, the mostused type is the combination of replacement as the visualstructure, with connection as the meaning operation and itreached around 21 percent of designs. The combination ofjuxtaposition and connection is found in the second positionwhich is employed in 17 percent of samples. The least usedtype is the combination of replacement as the visual structure with opposition as the meaning operation which is onlyconsists of around 4 percent of samples.
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