As stated in the reading, as language has evolved we began to give names to certain things we see. With those names, we began to associate images with those names or ideas. And as it evolved further we began to associate these names and images to mean certain things or to represent ideas. An example of this as stated in the reading is when we see smoke when we see the name or image of this and we associate it with fire or danger. Soon designers began to incorporate this idea into designs. Images and words represent ideas that we have come to associate with them. By doing this designers were able to fit very little into a design and people would understand due to the association they have with the name and image on the design.
As stated in the reading before with the evolution of language we began to relate certain names to certain images or ideas. This relates to visual design which manages to accomplish this and more than simple language. With visual design not only are they using a single word or image to express an idea. But it uses multiple images and words to express single or multiple ideas. It can do this by using the idea I stated before using multiple images and names that relate to each other or represent the same thing and combining them to communicate a single message or even multiple messages at once. Something a language is unable to do by itself.
In the reading, it states that signs, signifiers, and the signified are used to create a message in a visual design. Using images associated with a certain idea or have a certain meaning to create a message just by looking at it. An example is this would be a famous Heinz ketchup poster which has pieces of tomatoes being sliced up and put on top of each other to make a ketchup bottle. In this design, the sign and what is the signifier is the bottle of ketchup which is meant to represent tomatoes. When we see it we know what is being signified is ketchup. This is not only because of the ketchup tag on it but because when we see tomatoes our mind automatically goes to ketchup due to both going hands in hand. From that, we know what is offered to us and where to get it.
Non-literal devices are used in advertisements to give meaning to what is being seen in the ad. They do this by having different images and ideas have connections to multiple other ideas, feelings, or people. This is due to how people have seen these images or words placed in other media or life. Causing people to connect these words with other ideas or emotions. An example of this can be seen in a Navy ad that has a soldier riding a missile. The non-literal device being used here is a metaphor. The metaphor is used to get across the idea of strength to the viewer. This does this by using images that all have a representation of strength to people. That includes the image of a missile which represents strength and destruction and a navy soldier which automatically represents the military which represents strength and courage to people. This shows how non-literal devices are used to make the viewer connected to a certain idea or emotion that the designer wants them to.
excellent!!