|
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. |
|