This week’s learning centred around figures of substitution. This can be broken down into the following categories, and I’ve found an example of each used in advertising.
Identical Substitution: An image is used to replace another; the juxtaposition provides interest.
Substitution of Similar Elements: Used to compare; one element stands in for another.
Substitution of Different Elements: A detail or part stand in for the whole, with examples being metonymy and synecdoche respectively.
Substitution of Opposing Elements: Paraphrasis as a roundabout way of saying something; a euphemism as an understated way of saying something and antomasia being an epithet substituted for a proper name.
False Homology: Puns which are plays on words.
Project 3 Progress:
I’ve been developing ideas for my posters, and have come up with a few different concepts. The first uses animals in each poster to represent the loss of habitat resulting from anthropogenic global warming. The tagline asks viewers to interact with the scene, asking a question in each to tie all of the different images together.
The second is probably my preferred option at the moment, and it involves creating animals out of different types of garbage, the idea being to discuss ways to recycle and recuse waste to reduce the impact on their habitats. Not sure what the tagline will be at the moment, but all four will use the theme of ‘garbage animals’, so to speak, to tie them together.
I’m interested in using the metaphor when creating my figures of substitution poster. I think this quote I found during my research really describes the unique position metaphors inhabit in advertising: “More interpretive effort is required in making sense of metaphors than of more literal signifiers, but this interpretive effort may be experienced as pleasurable. While metaphors may require an imaginative leap in their initial use… many metaphors become so habitually employed that they are no longer perceived as being metaphors at all.” (Chandler 2007, p 127).
3M (n.d.), ‘Lint Roller’ [image], 25 New Creative Advertisements, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/182255116146822557/
Chandler, D 2007, Semiotics: The Basics, Taylor and Francis, Florence
Mcdonalds (n.d.), ‘Macca’s’ [image], Maccas- It’s Australian for McDonalds, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/381961612126837314/
Ricola (n.d.), ‘She’s (cough) just a friend’ [image], Ricola: She’s (Cough) Just a Friend, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/287315651203037902/
Tabasco (n.d.), ‘Grenade’ [image], Tabasco Grenade, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/298082069066706934/
Tiket (n.d.), ‘Tiket.com’ [image], Tiket.com, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/372672937894859114/