Mapping the Intellectual Structure of Metaphor Research in Visual Communication: A Bibliometric Analysis

Metaphor is a powerful rhetorical device used primarily in the field of visual communication, particularly in branding, advertising, book design, and packaging. Although metaphor is used so frequently, there is limited existing literature examining the area. Consequently, this study aims to address this gap by performing a bibliometric analysis to map the existing literature and identify key topics for future research. Using VOSviewer and CiteSpace software, we selected 217 related articles from the Web of Science for the period from 2000 to March 2023. The performance analysis shows a growing interest and a steadily increasing literature development before peaking in 2023. Metaphor research focuses primarily on the fields of communication, linguistics, and business. It is worth noting that the United States holds a dominant position in terms of publication quantity and academic influence. By scientific mapping with keywords coincidence, seven research themes were characterized, including conceptual metaphor, visual metaphor, and multimodal metaphor. In addition, themes such as visual rhetoric, consumer perception, and advertising play a central role in metaphor research, emphasizing metaphor as a strategy in visual communication that influences consumer attitudes and emotions. This study provides valuable insights for potential future research efforts endeavours to seeking to explore this area in more depth.