Perception- Interpretation Gestalt & Semiotics
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Gestalt theory states that the brain perceives whole forms or patterns rather than individual parts. There are several Gestalt laws including figure-ground, closure, similarity, and proximity. Semiotics is the study of signs and symbols and how they influence interpretation. Signs have a signifier, signified, and together they form a sign. There are three types of signs: iconic, indexical, and symbolic. Advertisements often use metonymic codes by creating associations between products and concepts. Analogical codes create mental comparisons, while displaced codes transfer meaning between symbols.
Perception- Interpretation Gestalt & Semiotics
- 2. Gestalt: An organized whole that is perceived as more than the sum of its parts. Semiotics: The study of how signs and symbols influence our interpretation
- 3. The whole is different from the sum of its parts Gestalt: and Perception
- 4. 4 Gestalt is the school of thought that says people get meaning from the whole of a set of stimuli rather than any individual stimulus. Seeing the "whole" At first glance this image looks like one person. On closer view who do you see. “The Whole is Different from the Sum of its Parts”
- 5. 5 This is an ad for Hot Ketchup. What do you see? Your first impression is very different from when you stop and analyze the parts. That’s Gestalt!
- 6. 6 Figure - Ground The figure is the object you are perceiving, ground is what is in the background. You can only perceive one at a time. The brain labels things as near or far, negative or positive space. Look at the FedEx logo. Do you see the arrow between the E and the X? The Gestalt image has an embedded message in this logo! Gestalt Laws: Figure-Ground
- 7. Shoe or Sale or Both?
- 8. Forks or Wine Glass?
- 10. 10 Closure Items are grouped together if they tend to complete a pattern. We also use law of closure in language..”Just___ __” Gestalt Laws: Closure WWF Logo
- 12. 12 Law of Similarity vs Anomaly Gestalt principle where a person groups objects together; an integrated whole; birds of a feather; Green Giant products use green; MacDonald's colours? Here do we see rows or columns? Items that are similar in some way tend to be grouped together. When similarity occurs, an object can be emphasized if it is dissimilar to the others. This is anomaly. . Gestalt Laws: Similarity
- 13. Similarity in Cesar ad
- 14. Similarity in Braun ad
- 15. Similarity
- 16. 16Gestalt - What do you see?
- 17. 17 Gestalt Communicators Should Combine Noticeable Elements into Meaningful Wholes
- 19. 19 Semiotics (Semiology) Semiotics involves the study not only of what we refer to as 'signs' in everyday speech, but of anything which 'stands for' something else. Any Visual Message is a Collection of Signs Perceptual Theory: Semiotics
- 20. Every product has three components: The Object, The Sign- the sensory imagery representing intended meaning and the Interpretant the true meaning derived The Interpretant: The True Meaning The Canadian Identity The Sign: Joe Canadian The Object: Molson Canadian
- 21. 21 Perceptual Theories: Semiotics (Semiology) Linguist Ferdinand de Saussure: two-part model of the sign: Signifier -- spoken word, written word, flag, etc. -- something that represents a concept. Signified -- the concept that the signifier stands for. For example: the word ”puppy" is the signifier, and the concept of a puppy is the signified. Signifier +Signified= Sign The two together constitute a SIGN This is not a puppy Perceptual Theories: Semiotics
- 22. 22 Semiotics (Semiology) Three Types of Signs from Peirce Iconic Closest Resemblance Indexical Assumed Connection Symbolic Abstract example: nike swoosh Semiotics: Three Types of Signs
- 23. 23 Semiotics (Semiology) Chain of Associations or Codes, from Barthes Metonymic Code A collection of signs that cause the viewer to make association or assumptions. An advertisement showing a happy family living a wonderful life of course because of Coca Cola Advertising Images are Often Metonymic Codes Semiotics: Metonymic Codes
- 24. Metonymic Code: Muskoka beer pictured prominently in a golden glass with their logo and tag line “A Taste of Cottage Country” The headline on the ad says “Taste Paradise” In the background we see a beautiful cottage country scene. All these things combine to create a metonymic code. The message is that if you drink Muskoka Beer you will feel all that you feel when you are away from it all in a beautiful paradise.
- 25. 25 Metonymic Code A collection of signs that cause the viewer to make association or assumptions. This ad assumes we make the connection between Marlboro and manliness. This perfume ad make us understand that their perfume gets you married Semiotics: Metonymic Codes
- 27. 27 Analogical Code: Mental Comparisons A group of signs that cause the viewer to make mental comparisons. Yellow writing paper might remind the writer of the yellow peel of a lemon because of the similar colour. Here we have a mop, but it looks like a mean mop. Audi Faces Semiotics: Analogical Codes
- 28. Sliced Tomato Greenery = Brain
- 29. Sliced Tomato
- 30. 30 Semiotics Displaced Code Stand-In Images Codes that transfer meaning from one set of signs to another. The CN Tower as a phallic symbol, for example. Rogers Centre as female symbol Liquor, lipstick, and cigarette ads frequently use phallic symbols to link their products to sexual conquest
- 32. 32 Displaced Code: Pollution question Semiotics: Displaced Codes
- 33. 33 Semiotics: The Phrase "The old ball-and-chain” comes to mind. Man overloaded with shopping bags We associate the ball and chain with oppression, hard labor, and unfairness, man as prisoner of his wife. The words “Hang on to your spirit” look like the ripped out letters of a ransom note The Southern Comfort bottle is inside a dotted line like the image where a victim’s body lay Southern Comfort wants you to know, it can help you keep your
- 34. “Because Stains love you Clothes” The message is therefore, use Tide
- 35. “Have a break, have a Kit Kat’ The medium is the message- sit down and eat one
Editor's Notes
- #5: Gestalt is all about GROUPING- how we put it together..what big pitcure things we notice The Whole is different from the sum of it’s parts. Gestalt in German means “form” or “shape”
- #6: Think of a great meal you had- think of one dish- you remember the whole not individual spices
- #11: We naturally try to create form by closing a gap..or follow a certain known sequence
- #13: Anomaly—something doesn’t fit the pattern so it stands out!
- #28: Audi Faces American express