Comparer des méthodes

	Analyse par Élicitation Visuelle de Métaphores	Analyse de la métaphore
Domaine	Qualitatif	Qualitatif
Famille	Process / pipeline	Process / pipeline
Année d'origine	1995	Theoretical foundation 1980; systematic research applications from 1990s onward
Auteur d'origine	Gerald Zaltman (Harvard Business School)	George Lakoff & Mark Johnson (Conceptual Metaphor Theory); Jonathan Charteris-Black (Critical Metaphor Analysis)
Type	Visual-projective qualitative technique	Qualitative research method
Source fondatrice	Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35–51.	Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013
Alias	VEMA, ZMET, Zaltman Metaphor Elicitation Technique, visual metaphor elicitation	Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis
Apparentées	4	6
Résumé	Visual Elicitation Metaphor Analysis (VEMA) is a qualitative technique in which participants select or create images that represent their thoughts, feelings, or experiences about a topic, and then articulate the metaphors embedded in those images during a guided interview. Originally formalised as the Zaltman Metaphor Elicitation Technique (ZMET) by Gerald Zaltman in 1995, the approach rests on the premise that most human thought is nonverbal and structured through metaphor, making images a more direct gateway to deep mental models than verbal questioning alone.	Metaphor Analysis is a qualitative method that identifies, classifies, and interprets the metaphors embedded in language to reveal how speakers and writers conceptualise experience, construct meaning, and exercise ideological influence. Grounded in Lakoff and Johnson's Conceptual Metaphor Theory, it treats metaphor not as a literary decoration but as a fundamental cognitive structure — ARGUMENT IS WAR, TIME IS MONEY — that shapes how people think, reason, and act. It is widely applied in psychology, education, political discourse, health communication, and organisational research.