So sánh phương pháp

	Phân tích ẩn dụ gợi mở bằng hình ảnh	Phân tích ẩn dụ
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1995	Theoretical foundation 1980; systematic research applications from 1990s onward
Người khởi xướng	Gerald Zaltman (Harvard Business School)	George Lakoff & Mark Johnson (Conceptual Metaphor Theory); Jonathan Charteris-Black (Critical Metaphor Analysis)
Loại	Visual-projective qualitative technique	Qualitative research method
Công trình gốc	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
Tên gọi khác	VEMA, ZMET, Zaltman Metaphor Elicitation Technique, visual metaphor elicitation	Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis
Liên quan	4	6
Tóm tắt	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.