Analyzing Product Language

TIM STOCK SUMMER 20151

week 2

Parsons School of Design Summer Intensive Seminar

analyzing product language


authenticity is a cognitive map

the answer is relative to your perception of culture


The most exciting phrase to hear in science, the one that heralds new discoveries, is not “Eureka” but “That’s funny…”

-isaac asimov

3


Google Ngram as a cultural analytics toolgoogle Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts


that’s funnyx that’s funny

x

language reflects that cognitive imprint

code

code

LANGUAGE


authenticity is a pattern of “notness”


NOYES



“notness” as brand differentiationthe rules of differentiation are not the same as they used to be


language

codepatriotism identity

pepsi was a generational “notness”

GI generation Baby Boomers


language

code [functional][refreshment]


language

code [specific][generalized]


past present future

recipe

framing the evolving codes of the product


NOT

the “not” of Voss?


language

code[badge] [utility]


past present future

utility

framing the evolving codes of the product


NOT

the “not” of Body Shop?


[potency][harmless] code

language


past present future

potency

framing the dynamics of the product


past present future

potency

framing the connotation of the product

drip bars


past present future

potency

detox rituals

framing the connotation of the product


reading the cultural language in packaging

code

code

LANGUAGE

found


can you read/analyze the language in this package?

code

code

LANGUAGE

farmstand


what is the cultural connotation?

code

code

LANGUAGE


code

code

LANGUAGE


pressed juicewild flowerold fashioned


what is the cultural connotation?

code

code

LANGUAGE



therapeutic strength

batch brewed

health tonic

code

code

LANGUAGE


what story does each of these products tell?

code

code

LANGUAGE


examine the package on your table

step one


examine the package on your table

step one

step twolist out 5 of the most unique words in your package

today


run some ngram searches and print 2 of the best

homework


tomorrow afternoon

what is the cultural story in your product?

share your product’s story


tomorrow Meet at museum of art & design

by 10am at the entrance

Education