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introduction to semiotics

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Analyzing Trends Fall 2014

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this is not a cat

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signifier/signified

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signifier/signified

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coffee(signified)

(signifier)

signifier/signified

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culture propels motives

we are less rational than we think“...we may think of ourselves as thinking creatures that feel, biologically we are feeling creatures that think” [Jill Bolte Taylor]

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we create cognitive maps what goes through your head when someone asks you directions?

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where is that?

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authenticity is a cognitive map

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the answer is relative to your perception of culture

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the authenticity hoax

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authenticity is relative to your position in the culture

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is it local? an evolving system of signs

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small networks

small networks

PROTAGON

IST

ANTAGONIS

T

emotional camps emerge as patternsbrands become signifiers for the codes of the groups we affiliate with.

brandA

brandB

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unlocking codes by framing the “notness”

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NO NOTYES

framing the “notness”

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MORE NOTLESS

framing the “notness”

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NOT

framing the “notness”

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STRONG NOTMILD

what is the “not” of strong?

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NOT

the “not” of Starbucks in 2009?

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context for 2009?

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language/codes code

language

[simple][complex][patriotic][aspirational]

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the codes for coffee in America coffee as counterculture

1950s - 70s

Caffe Reggio Greenwich Village

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coffee as affirmation of national identity

the codes for coffee in America

Maxwell House 2013

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NOT

the “not” of Voss?

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language

language/codes code

[simple][complex][badge] [utility]

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the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents

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the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents

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what products are a “not” of Pepsi today?

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NOTlanguage

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the “not” of Pepsi plays out in the language expressed by the product

language

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codes

language

language/codes

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language

code [playful][formal]language/codes

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language

code [specific][standardized]language/codes

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language

code [recipe][manufactured]language/codes

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NOT

the “not” of Body Shop?

language

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language/codes

[science][nature]code

language

[accessible] [prescriptive]

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signals stories

from signal to story... synchronizing brands for purpose and sustainability

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LANGUAGE CODES CULTURE

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drip bars

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trend narrative radiates through culture in affirmation of codes [subculture]

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drip bars

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patterns emerge in cultural affirmation/differentiation of codes

detox juice bars

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Language & Codes

learning to analyze the details

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30” x 40” foam board

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Mood Board Critique (teams of 2)

single page pdf uploaded to Canvas

single page printout brought to class word/

phrase

CODES

1-3 products

word/phrase

word/phrase

images

images

images

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30” x 40” foam board

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Mood Board Critique 1

single page pdf uploaded

to Canvas

single page

printout brought to class

word/phrase

1-3 products

word/phrase images

images

RELATED CULTURAL IMAGERY

CODES

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SOURCE THE PRODUCTS (1-3)

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The Process

INVENTORY OF KEY WORDS/VISUALS IN PRODUCTS

ANALYZE/DECODE THE KEY CULTURAL LANGUAGE

RESEARCH AND INCLUDE CULTURAL CONNOTATION

BUILD A GRAPHIC MOOD BOARD THAT TELLS A COMPELLING TREND STORY WITH THE PRODUCTS AS CENTER POINT

1

2

3

4

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Mood Board Critique 1

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don’t give us the brand pitch

how it is sold

celebrity

scientific claims

promotional material

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show your process and thinkinguse a cut and past process think through patterns

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language

Language & Codes take notes

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find words and images that reveal cultural clues

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examine the package carefully

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List all the words and symbols can you find in the product separately on the post-its

inventory of language

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nounsadjectivesingredientsgraphic elements

other language

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Organize your inventory of language on the wallfind codes in taxonomies

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ingredients

adjectives

graphic elements

word/phrase

word/phrase

word/phrase

nouns

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

CODE(S)?

Scan language for codes and narrative themes

word/phrase

word/phrase

word/phrase

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connect codes to subcultures that drive their meaning

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what language can you find?

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what are the codes?

language?

code?

Language & Codes

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what language can you find?

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what are the codes?

language?

code?

Language & Codes

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NEXT WEEKwork through the same process with the products you sourced

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language

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grading criteria

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EFFECTIVELY SOURCE A PRODUCT How well sourced is your product? Is it interesting? Is the product current/timely related to emerging cultural phenomenon.

DEVELOP A UNIQUE PACKAGE TAXONOMYHow well have you taken inventory of the key signifiers of the product? Have you missed any important language?

CONTEXTUAL RESEARCHKnow the contextual meaning of the language in your package

IDENTIFY CODE(S) THAT REVEAL CULTURAL MEANINGDefine a code or codes that you can distill from the language

CLARITY OF PRESENTATIONHow well have you communicated your research analysis. Is it clear and visual? Does the board remain relevant with or without a voiceover?

A

B

C

D

E

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bring to class next week

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at least 3 related products to analyze

your foam board 30” x 40”

at least one laptop per group

multi-color post-its and sharpies