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lecture in a evolving series from Analyzing Trends Fall 2014
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TIM STOCK FALL 2014
introduction to semiotics
1
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