Review

• Three different forms of vision.

• Three factors which influence vision

• Vision is 9/10____and 1/10th_______

Images have the power to reveal and/or stimulate mental states

The psyche is both the conscious and unconscious mind)

• Sigmund Freud– conscious (small visible part)– Preconscious (underneath the waves)– Unconscious (huge mass beneath)

• Carl Jung Believed in Archetypes. Universal images often represent Archetypal Events, Archetypal Figures, Archetypal Motifs found in myths, dreams, religions and works of art

– Jung developed an understanding of archetypes as universal patterns and images that derive from the collective unconscious.

Freud and Jung had very different ideas about the psyche however the commonality is that both believe in the importance of the unconscious.

• Carl Jung Believed in Archetypes. Universal images often represent Archetypal Figures, Archetypal Events, Archetypal Motifs found in myths, dreams, religions and works of art

– Jung developed an understanding of archetypes as universal archaic patterns and images that derive from the collective unconscious

• Freud and Jung had different ideas about the psyche however the commonality is that both believe in the importance of the unconscious.

• Exposed to more than 3,000 ads per day. It would be impossible to process the content of all these ads with the conscious mind

How advertising seduces the unconscious?

• Two types of persuasion

• Rational persuasion employs logical arguments and believable evidence. Rational persuasion requires that the target or audience make an active effort in receiving and evaluating the information. The conscious mind must be engaged and motivated to process the information.

• Emotional persuasion relies on the subconscious mind's "auto-pilot" to handle the chores of receiving, processing and evaluating information to make a decision. The subconscious mind does not processing and evaluating information based on conscious thought. Consequently, emotions and instincts, which reside in the subconscious, kick in as the auto-pilot substitute for conscious thought. In other words, when decisions are made at the subconscious level, they are based on emotions and instincts, or "gut feeling.”

Decoding visual communicationshow it works

Concept Example Method

Condensation Face/automobile Unification

Displacement rifle = penis Substitution

Metaphor Superpower= Monsters Analogy

Metonymy Mansion =Wealth Association

Icon Photograph Resemblance

Index Smoke from a window Cause and Effect

Symbol Crucifix Convention/learned

• Describe a vivid or recurring dream?

Condensation (strange incongruities)• Condensation – how the mind processes symbols and visuals. Sometimes you see

things tied together in bizarre ways. Our mind often in unconscious state of sleep unifies disparate symbols. We combine elements of various signs togeher to form new compositions

• Face/auto example in the text

http://vimeo.com/28819136%23http://vimeo.com/28819136%20

displacement• We transfer

meaning from one symbol to another.

Difference between Metaphor & Metonymy

• Metaphor Metonymy

Pentagon is metonym for the military

A shared quality or featurebetween two unlike objects/ events. White house is metonymy for….

Hollywood sign is metonymy for…

Love is like a game Huge Mansion = WealthRolls

Royce = Wealth

Advertising makes great use of the power of Association • Analogies _____is_____.• Simile ____is like_____

• What is semiotics? Semiotics is the study of signs

– People use signs to convey information and to attempt to shape influence audiences’ attitudes and feelings.

• WHY SO WE STUDY SEMIOTICS? Important in all media: advertising, television, film, print, video games, web and mobile apps ,etc..

Roland Barthes uses semiotics to expose underlying ideological assumptions in society

Semiotics (Perceptual theory

Tie

• What is a sign?Anything that stands for something else.

TREE

ICON INDEXSYMBOL

signified by Resemblance Casual Connection Conventionexamples Photograph Smoke/FireCross/Flagprocess Can Recognize Can Figure out -logic Must learn

Trichotomy of SIGNS to help us understand visual communication. Any image can have a combination or icon, index and or symbol.

Pierce’s Theory - ICON/INDEX/ SYMBOL

How do we make sense of visual phenomena?All signs are understood through one or more or a combination of Icons, Indexes, or Symbols

1) Resemblance (photos, drawings, sculptures, drawing) ICON - can recognize 2) Cause and Effect or Logic (smoke implies fire) INDEX – can figure out- logic 3) Convention (objects have symbolic value) SYMBOL - convention –must be learned

1) Signification (2 parts….)- and codes (- signifies or stands for something else.

A sign is anything that stands for something else.

Two primary theorists: semiotics

• C.S. Pierce – (Icon, Index, Symbol)

• Ferdinand de Saussure • (signifier, signified (codes))

Which is an icon, index, and symbol of a rose? (Pierce)

ICON INDEX SYMBOL

signified by Resemblance Casual Connection Convention

examples Illustration/Photo Summer/Bloom Symbol/Crest

process Can Recognize Can Figure out Must learn

Looks like what it represents Withered Bloom indicates summer Symbol: War of the Roses

illustration of a rose Historical Period

Index - SIGN

• An index is a sign physically linked to or affected by its object. Cause/effect & logic.

Describing facial expression may provide us with more

information - index.

How might you describe- Icon, Index or symbol in this

example.

• FACIAL EXPRESSIONS are INDEX signs• -43 muscles in the human face- different combinations show our

emotions

Faces are windows into the psyche Provide information about • 1) emotions (fear, anger, enjoyment)• 2) state of mind (sadness, euphoria)• 3) cognitive activity (boredom, concentration, perplexity • 4) temperament (shy, gregarious) • 5) truthfulness (including exposing or concealed emotions) or

(information provided is false) deceit • 6) psychopathology (depression, mania, schizophrenia)

• Ferdinand de Saussure • Sign is made up of two parts. –The signifier (marker) – signified (meaning)

Signifiers/ Signified (Saussure) A SIGN HAS TWO PARTS

• Hair is one of the first things people notice about others

SIGNIFIER (Marker) SIGNFIED (Meaning)

BeretArty or______crewcutMilitary or ____Purple hair punkBlondbubblySport cap athleticRedhead feisty, fiery

Cultural Codes

Cultural codes may impact how that signified is read.

• Clotaire Rapaille theorizes that the culture code, distinctive behavioral cultural codes, are understood by age 7 on an unconscious level

Culturual codes may shift with generations,regions, groups. It is possible to misinterpret codes - education, region,

experience, social class.

This is most similar to which primary core ML principles?

• Signs can be used to tell the truth and lie (simultaneously) this is called- “double valence” :

• Think about signs used in advertising that may be used to lie

Codes (Saussure)• Cultural codes impact how signs are

understood• ) cultural codes

– A) Systematic rules culturally determined » Differences of driving Europe and America, » (LA vs… other drivers)

– B) Cultural codes understood through osmosis- which operate below the level of articulation.

» YINZER CLASS EXERCISE. » Children by the age of 8 understand cultural codes of

their region.

• Semiot

Decoding visual communicationConcept Example Method

Icon Photograph Resemblance

Index Smoke from a window Cause and Effect

Symbol Crucifix Convention/learned

Condensation Face/automobile Unification

Displacement rifle = penis Substitution

Metaphor Spidermans costume Analogy (is like)

Metonymy Mansion = wealth Association(is associated with)