This week we’ve been learning about figures of addition. This can be further categorised into five sub categories, and I’ve included a short definition of each of these below:
Repetition: Repeating the same word, sound or group of words (Dyer 2008, p 129), or visual elements.
Similarity: Similarity of form or content; their difference is used to compare like objects.
Accumulation: An image made of a build-up of different elements conveying “abundance and quantity or disorder and chaos” (Dyer 2008, p 133).
Opposition: An image with a common theme between otherwise contrasting elements, and is used to attract attention.
Double meaning, ambiguity and paradox: These “play on the opposition between appearance and reality” (Dyer 2008, p 133). In double meaning similarity conceals difference; conversely in paradox, difference “conceals a real identity or sameness” (Dyer 2008, p 133).
I’ve also been looking at project 3 this week, and have decided to go with the topic of anthropogenic global warming.
This image is an interesting take on global warming advertising, and uses the figures of addition, particularly repetition and accumulation, to create a very impactful image. Something like this could be an interesting way to approach project three for the poster using figures of addition.
Dyer, R 2008, Advertising as Communication, Taylor and Francis, Florence.
Rouse (n.d.), ‘The world on Climate Change’ [image], The One Picture That Perfectly Sums Up World Action on Climate Change, Pinterest, viewed 12th January 2015, https://www.pinterest.com/pin/502292164665784426/