Contrary to previous journal entries, I will be using more
bullet points, instead of writing in prose throughout… a departure from my
usual style! For this week’s content, however, I find writing in this manner
more comfortable, more structured and easily relatable :)
This week, we visited Visual Representations, which are
recognised as representing people, places, or objects by the viewer. We focused
on two aspects of visual representation: Abstraction and Semiotics (the study
of Signs – attributed to Charles Sanders Pierce!). Firstly, signs convey
elements of a message perceivable by the receiver, through one of these senses
- Auditory (communicated by hearing)
- Visual (communicated by seeing)
- Tactile (communicated by touch)
In fact, signs are everywhere around us – oftentimes they
take the form of icons, symbols, and indexes.
- Icons (resemblance)
- Symbol (convention)
- Index (existential connection/suggestion)
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| Retrieved from: Koreaboo (2016). Here's why Akdong Musician Makes the Perfect Duo. Image Retrieved: https://koreaboo.global.ssl.fastly.net/wp-content/uploads/2016/05/13087212_1079208148791418_2954664820570004468_o.jpg |
Putting it in the context of gender to exemplify the idea,
an index would be an image like this here of a boy and a girl. The boy and girl
in the photo are associated to being male and female by factual connection;
there is a direct correlation between the signifier and the signified.
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| Retrieved from: Viro Display Image Retrieved: http://cdn.shopify.com/s/files/1/1093/2842/products/Vinyl_Toilet_Sign_2_grande.jpg?v=1501660896 |
Using the same construct of gender, an icon would be the
male and female toilet sign as we see here. Considered an abstraction of the
index, there is still physical resemblance between the signifier and the
signified, especially with regards to the inverted triangle on the female icon
which can be seen as an abstraction of a real-life skirt.
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| Retrieved from: Playbuzz (2015). Image Retrieved: http://cdn.playbuzz.com/cdn/7d8cba7a-271a-4dde-8b8a-bbca249d0425/a83822c1-d30f-47b1-8ab9-f713ef3ad354.jpeg |
On the other hand, a symbol would be the symbol for male and
female as seen above. The relationship between the signifier and signified is
arbitrary (barely or no resemblance), and knowledge of it is gained through
social conventions. Since there is nothing in these symbols suggesting that the
one with the cross stands for ‘woman’ and the one with the arrow stands for ‘man’,
the connection between them must be culturally learned. Another good example
would be words and numbers (Bradley, 2016).
As suggested by the case of the symbol, conditions such as
surroundings, knowledge and culture can influence our interpretation of signs.
Therefore, interpretation is open, with a multitude of interpretations for any
one sign. Besides Semantics (study of relationships between signs and meanings),
Semiotics also include
- Syntactics or Syntax: Relationships between signs and formal modes
- Sigmatics: Relationships between signifer (word, sound, image, action or object) and signified (mental concept)
- Pragmatics Relationships between signs and their receivers. Interpretation is influenced by the intention of the sender, and the cognitive/interpretative faculties of the receiver. Intention of purpose can be classified into being
- Indicative
- Interpretative
- Suggestive
Next, we move on to the concept of abstraction, which has
been briefly touched on in the earlier sections for icons and symbols. To
abstract an object, place, or person, we can start by removing colours, forms,
and omitting details. Very often the process of abstraction involved the
systematic omission of details. I found this image online of an abstracted
Joker from the famous Batman series by DC Comics, which I really liked. I liked
how Joker was so easily recognisable even though his features have been
removed, which bears testament to the iconic design and legacy of the
villainous Joker.
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| Retrieved from: Carroza, V. The Dark Joker. Image Retrieved: https://i.pinimg.com/736x/0d/99/7c/0d997cb6cb55264059ea5ab4f22e9cdf--joker-art-joker-batman.jpg |
During my process of researching and collecting material for
the journal, I also chanced upon this advertisement by battery brand Duracell which
I found funny, though-provoking, and at the same time a really good application
of Semiotics.
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| Retrieved from: Grey Singapore (2013). Some Toys Never Die. Image Retrieved: https://adsoftheworld.com/media/print/duracell_doll_0 |
This advertisement makes use of cold lighting and a dull
colour theme to invoke a mock horror set-up. The signifier is represented by
the creepy, broken doll with outstretched arms that casts an ominous shadow on
her previous owner and her new toy, and also the tagline at the bottom “SOME
TOYS NEVER DIE”. The signified is pretty straightforward and simple – that Duracell’s
battery are so durable, your toys and your appliances will never run out of
juice.
So before you throw that old toy away, please make sure to
remove those Duracell batteries! Just kidding!
References:
Bradley, S. (2016) Icon, Index, and Symbol – Three Categories
of Signs. Vanseo Design. Retrieved
from: http://vanseodesign.com/web-design/icon-index-symbol/
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