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Example
|
Method of
Creating
|
Visual
Example
|
| Condensation
- the process by which we combine elements from unrelated images to
form a new image. In this example, the face of a person is combined
with the image from a computer program to give a new image of a person
with a unique way of seeing the world -- through the eyes of computer
software. This image was part of an advertisement. |
Face +
computer software menu |
Unification
of unrelated elements |
|
| Displacement
- the process by which we transfer meaning from one sign or image to
another. Displacement images often have strong sexual associations
derived from Freudian psychotherapy. The Crown Royal ad given here
needs little explanation in terms of its sexual meaning even though it
was used as a Christmas ad suggesting Santa might want to visit this
particular house. |
Arrow =
penis |
Substitution
of one element for another, often with sexual associations |
|
| Metaphor -
the process by which we gain understanding by means of an analogy. Here
we see censorship compared to a book of matches whose cover is the U.S.
flag. There is a clear analogy between the concept of censorship and
flag burning. |
Book as
matchbook |
Analogy of
one known element to some concept or unknown element |
|
| Metonymy -
the process where we use an image to create an association in the mind
of the viewer. In this case, the feeling of being on a lake with the
one you love, or would like to love, is a positive analogy. The use of
the orange to represent both the setting sun and the liquor adds to the
impact of the association. |
Sunset =
romance |
Association
where one positive element is used to focus attention on a good feeling
about the object or product. |
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