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week 2

Parsons  School  of  Design  Summer  Intensive  Seminar

analyzing product language

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authenticity is a cognitive map

the answer is relative to your perception of culture

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

-isaac asimov

3

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

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that’s funnyx that’s funny

x

language reflects that cognitive imprint

code

code

LANGUAGE

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authenticity is a pattern of “notness”

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NOYES

authenticity is a pattern of “notness”

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authenticity is a pattern of “notness”

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authenticity is a pattern of “notness”

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

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language

codepatriotism identity

pepsi was a generational “notness”

GI generation Baby Boomers

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language

code [functional][refreshment]

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language

code [specific][generalized]

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past present future

recipe

framing the evolving codes of the product

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NOT

the “not” of Voss?

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language

code[badge] [utility]

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past present future

utility

framing the evolving codes of the product

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NOT

the “not” of Body Shop?

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[potency][harmless] code

language

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past present future

potency

framing the dynamics of the product

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past present future

potency

framing the connotation of the product

drip bars

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past present future

potency

detox rituals

framing the connotation of the product

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reading the cultural language in packaging

code

code

LANGUAGE

found

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can you read/analyze the language in this package?

code

code

LANGUAGE

farmstand

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what is the cultural connotation?

code

code

LANGUAGE

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code

code

LANGUAGE

can you read/analyze the language in this package?

pressed juicewild flowerold fashioned

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what is the cultural connotation?

code

code

LANGUAGE

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can you read/analyze the language in this package?

therapeutic strength

batch brewed

health tonic

code

code

LANGUAGE

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what story does each of these products tell?

code

code

LANGUAGE

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examine the package on your table

step one

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examine the package on your table

step one

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

today

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run some ngram searches and print 2 of the best

homework

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tomorrow afternoon

what is the cultural story in your product?

share your product’s story

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tomorrow Meet at museum of art & design

by 10am at the entrance