Month: April 2020

one of the reading is about typography and the other reading goes deeper I believe it talks about how we can use lines of sentences and lower case letters. I am not sure about the fist reading

in one of the readings I believe it is talking about writing style and the other I believe about changing the away about going art but I am not sure with the who we are reading

from the first reading I got different ways of counting and from the other reading I got how design is different in every country.

“The image immediately yields a first message  whose substance is linguistic; its supports are the caption, which is marginal, and the labels, these being inserted into the natural disposition of the scene, “en abyme”. “

“Putting aside the linguistic message, we are left with the pure image (even if the labels are part of it, anecdotally). This image straightaway provides a series of discontinuous signs.”

“The signifieds of this third message are constituted by the real objects in the scene, the signifiers by these same objects photographed, for, given that the relation between things signified and image signifying in analogical representation is not “arbitrary”.”

Three Main Messages Messages:

1. Linguistics – The text that appears anywhere in the image.
2. Coded Iconic Message – what the image implies and its cultural value. It is what the advertisers are trying to say to us and what we were meant to draw from the image. 
3. Non Coded Iconic Message –  It is the message that you are processing based on the communication through a system of signs.

• Denotational – Is based on what is present in front of us  and what we see.
• Conotational – Is based on putting certain ideas together from the information we gathered in the image. 
• Anchorage – Brings things to your understanding. How the text supports (anchors) the image. 
• Relay – Makes you ask questions about the image, and opens new doors for what the picture could mean. It also leaves room for interpretation. 

This is the information that I understood best from the reading and what I was able to clarify more of. From what it seems the three messages are the most important thing understanding how to break down an advertisement image. What I found interesting was how most of the information based in an advertisement is based on what we know culturally and how we associate different objects with different cultures. For example the brand name of the pasta indicates to us that it is somewhat Italian and we see different objects in the bag  that is next to the pasta like the tomato which indicates to us a classic spaghetti dinner. For people that don’t know the cultural meanings of these objects would be able to understand the ad as well as we do. I think this is how advertisers are able to communicate with us and is what gives an ad its power. 

 

The author offers a delving into linguistics as far as it relates to advertising, discussing not only the more obvious decisions that we as viewers make on a image, but goes so far as to further break down and specify the layers to our perception of advertisement, frankly, in a way that is important to much more then just advertising. The reading, though difficult, is an important study on what advertisers are truly doing on a technical level, and what the viewers are doing as well. This knowledge is, while not perhaps applicable to every situation, is important back-hand knowledge to understand what it is a designer must aim for in their projects.

The author states “Thus there are four signs for this image and we will assume that they form a coherent whole” here he expresses that though there are multiple ways in which to convey a  message, there can be multiplicity as well as singularity in an ad. For example, an ad for coke might show someone drinking it in a glass filled with ice on a beach and the text reads “DRINK COKE” here we have two signs, one is the coke in the glass informing the reader it is a refreshing beverage good for the hot weather, the second, is the command to buy and consume that product. The author identifies four total ways of speaking or rather, conveying meaning to the viewer, but this does not undermine the singular plot of the advertising agency. This basic affirmation, seems to be the continuous plot of the entire writing.

One manner in which the simplicity and complexity of language can be observed in the reading is where the author states “An advertisement… shows a few fruits scattered around a ladder; the caption… banishes one possible signified,” here the author demonstrates how the written language can clarify and constrain the possible interpretations of the art, thus it is important if not needed for proper art.

While this information is less important for junior designers it offers invaluable knowledge for art directors and those who want to become them. One might be able to design well, but not understand the linguistic underpinnings and rules to what they do, thus, in a leadership role they might falter.