كليدواژه :
نوع شناسي فيليپس و مَك كواري , تبليغات تجاري و اينستاگرام , استعاره بصري و ساختار بصري , عملكرد معنايي
چكيده فارسي :
تبليغات تجاري و كاربرد استعاره بصري د ر شبكه هاي اجتماعي از منظر رويكرد نوع شناسي، مبتني بر الگوهاي ساختاري و معنايي مي باشد . مطالعات اند يشمند ان د ر اين نوع استعاره، اغلب معطوف به وجه اد بي بود ه، اما نظريه فيليپس و مَك كواري، عناصر بصري د ر استعاره را مورد مد اقه قرار مي د هد . پرسش پژوهش د ر پي نوع شناسي استعاره بصري به روش توصيفي-تحليلي است و ساختار بصري و عملكرد معنايي د ر استعاره بصري تبليغات اينستاگرام را مورد مطالعه قرار مي د هد . هم چنين تحليلي از پيچيد گي بصري و غناي معنايي د ر يك نمونه آماري مشتمل بر 24 تبليغ اينستاگرامي مبتني بر استعاره بصري را ارائه مي د هد . نتايج نشانگر آن است كه سه اصل: مجاورت، تركيب و جايگزيني كه به ترتيب پيچيد گي آنها افزايش مي يابد د ر ساختار استعاره بصري تبليغات تجاري اينستاگرام حضور د ارد . عملكرد معنايي نيز بر سه نوع رابطه متمايز: ارتباط، شباهت و تضاد استوار است كه به ترتيب بر غناي آن افزود ه مي شود . نمونه هاي مورد تحليل حاكي از آن است كه نيمي از تبليغات تجاري اينستاگرام از عملكرد معنايي ارتباط و بقيه به عملكرد هاي شباهت و تضاد تعلق د ارند . البته تعد اد تبليغات با عملكرد تضاد كم تر از عملكرد شباهت است و افزايش غنا د ر بسياري از موارد با كاربرد اثر نسبت معكوس د ارد .
چكيده لاتين :
Commercial 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.
