Semiotic Codes: Metonymic, Analogical, Displaced and Condensed
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The document explains semiotic codes as identified by Asa Berger, highlighting four types: metonymic, analogical, displaced, and condensed codes. It illustrates each code with examples from advertisements that create associations or mental comparisons, like linking a product to happiness or manliness. The text emphasizes how these codes shape consumer perceptions and meanings in marketing.
Semiotic Codes: Metonymic, Analogical, Displaced and Condensed
- 2. Asa Berger identified 4 Types of Codes: Metonymic Code Analogical Code Displaced Code Condensed Code
- 3. A Metonymic Code is a collection of signs that causes the viewer to make associations or assumptions. Most advertisements use Metonymic Code
- 4. 4 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. Happy mother painting, perfect kids + Coca Cola = Happiness Advertising Images are Often Metonymic Codes Semiotic Codes: Metonymic
- 5. 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.
- 6. Metonymic Code: Energizer Bunny ads show us a mechanical bunny that keeps on going and going. His batteries are Energizer Batteries. We associate the batteries with the bunny, with the words written and said in the commercials. When we go to buy batteries, we have these images and associations that replay in our minds.
- 7. 7 Metonymic Code A collection of signs that cause the viewer to make association or assumptions. This ad assumes we make the connection between the bodywash and happiness. “Your husband will love our bodywash” Product use = Marital Bliss Semiotics: Metonymic Codes
- 8. 8 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
- 10. 10 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
- 12. Sliced Tomato Greenery = Brain
- 13. Analogical Code: Ad for Crossword Book Store, Audio Books Book looks like lips
- 14. Displaced codes are “Stand-In Images.” Codes that transfer meaning from one set of signs to another. Displaced Codes
- 15. 15 Displaced Code Stand-In Images Codes that transfer meaning from one set of signs to another. Examples: The CN Tower as a phallic symbol. Rogers Centre as female symbol. Liquor, lipstick, and cigarette ads frequently use phallic symbols to link their products to sexual conquest Semiotics: Displaced Codes
- 19. 19 Displaced Code: A Different Kind of Air Bag Semiotics: Displaced Codes
- 20. 20 Displaced Code: Pollution question Semiotics: Displaced Codes
- 21. 21 Condensed Code New, Composite Meaning Several signs that combine to form a new, composite sign. The quick editing techniques of music videos mix together many different types of colors, graphics and imagery. Within the culture the message is intended for, the condensed code has relevant meaning, Those outside the culture might not get it-images confusing, without purpose Semiotics: Condensed Codes
- 22. 22 Condensed Code New, Composite Meaning Several signs combine to form a new, composite sign. Within the culture the message is intended for, the condensed code has relevant meaning, Those outside the culture might not get it-images confusing, without purpose. Here we have religion, nun, immaculately conceived gelato. The suggestion is that there is some kind of religious experience in eating the product. If you are not religious, you may not know the connections.
- 23. Condensed Code Devo is a rock band that formed in 1973. From wikipedia, they “mingle kitsch science fiction themes, deadpan surrealist humor and mordantly satirical social commentary. Their often discordant pop songs feature unusual synthetic instrumentation and time signatures that have proven influential on subsequent popular music, particularly new wave, industrial, and alternative rock artists. “
Editor's Notes
- #11: Audi Faces American express