I shall explain them below
ELOCUTIO - a selection of expressions used to visually translate linguistic sentences.
The Expressions
- Metonymy consists of substitution of one element for another which holds a relationship.
- Envy can equal a scratched car
Instrument by author
- Arman (Artist) = painting using objects to sell Absolut Vodka
Instrument by user
- We are all witness - Nike in which runners = the athlete or in which MJ is represented by the white glove.
Product by Producer
- Soda = Logo (Marketing of brands uses this - well placed brands)
Object by place of origin
- Green Tea = China
- Synechdoche - a form of metonymy in which the whole is represented by its most significant parts. Material / Conceptual
- Jazz = String Instrument / Instrument = Material Synechdoche (central part with circle) / Art = paint brushes -----> For a Arts and Jazz Poster in which a circular tub of paint is overlain with long skinny brushes and both sit on top a wooden curved table.
(People like visually attractive posters that are not boring or threatening)
- Vodka = Bottle / Geneva = Swiss Watches / Watch = Machinery (Material Synechdoche) - Who is this add for? - The wealthy high class business man who knows the calibre of a Swiss watch, and understands the high quality workings. Where will it be placed? - An in flight magazine, or other high end magazine
- Executive = Shirt fragment / American = Flag / Flag = white shirt with blue tie and red stains - Add for the movie American Psycho
- Metaphor - using expression with a different meaning or in a different context than usual / It is a symbolic representative of the main idea that waits to be communicated using two images which have no real relationship
- Tampon capacity = dam capacity = to sell the tampon
- Laundry as sea life = to sell the Aquatis washer
Mix of Metonymy - object by place of origin AND Metaphor of the matador
- Man holding cork screw with same look and attitude of a matador - to sell Spanish wine
- Hyperbole - used to make a part of an object more evident by taking it to an extreme
- DHL sticker on Elephant skin - No size limits
- Motorola phone - exaggerated reaction from the competition in an advertisement
- Personification - Treating the object as an animal or human
- Heiniken - fresher world - ice reaching for the cold beer
- Mascots like Disney characters to sell things like cereals
- Oxymoron - using the contrary (opposite) elements
- Antiphrasis - Uses text or legend contrary to what it represents in the image - Irony
- Well at least he drives a Prius
- United Colors of Benetton - Older adds (Inter-racial topics, provoking images) - Electric Chair (death penalty) - Too many concerns and arguments - The Director then left and opened renowned design school - FABRICA
DISPOSITIO
Ordering / Composing / Arranging
Graphic Design has built its own resources to order and place the formal elements
- Typography
- Composition
- Color
- Photo vs. Illustration
- Vertical vs. Horizontal
- Symettry
- Size
- Pattern
- Texture
- Shadow and Light
- Tint and Shade
- Perspective
- Light colors or mid or mixed or dark?
- Near or Far perspective
COMPOSITION
- 3 things - First Second Third - Picture Text Slogan
Placement
- Tony Kushner - Design for Dissent
-- Make the poster impressive - Calls to attention
-- Smart - push with what you can
-- No preaching - find smarter or more interesting ways than boring offensive too literal things
-- Communicate the message clearly
--Get people interested to find out more
--Use posters for their strengths, not too cram as much info onto a space as possible.
I need to check out
- Positive Poster
- 50 by 70
