TIM STOCK SUMMER 2014 introduction to semiotics 1 Strategic Design & Management Summer 2014
TIM STOCK SUMMER 2014
introduction to semiotics
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Strategic Design & Management Summer 2014
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signifier/signified
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signifier/signified
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signifier/signified
coffee(signified)
(signifier)
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the codes of culture define meaning
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signals stories
the cognition of culture
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PERCEPTION
BEHAVIOR
if we can understand the cultural dynamics of how behave we can better predict how things might unfold
CODE
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is it local? (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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cognitive maps are built on emotional narrative (we find our way back)
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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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reasons to believe
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mobile culture as cultural patternthe expression of use becomes the evolving brand meaning
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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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language/codes code
language
[simple][complex]
[routine][ritual]
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the codes for coffee in America
coffee as expression of national identity
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NOT
the “not” of Voss?
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code[simple][complex]
language
language/codes [badge] [utility]
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the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents
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what product is a “not” of Pepsi today?
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NOT
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the “not” of Pepsi plays out in the language of products
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codes
language
language/codes
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language
code [playful][iconic]language/codes
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code [knowledge][memory]
language
language/codes
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code [recipe][process]
language
language/codes
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[transparent][opaque] code
language
language/codes
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NOT
the “not” of Body Shop?
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[science][nature]code
language
[friendly] [prescriptive]language/codes
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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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Language/Code Workshop
Let’s analyze some more packaging
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what language can you find?
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what are the codes?
language?
code?
Code Exercise
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Code Exercisewhat language can you find?
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what are the codes?
language?
code?
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Test Run (3 groups)
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language
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examine every part of the package
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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
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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 cultures that drive their meaning
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CULTURAL MEANING
What subcultures affirm these codes?
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Week 2 Critiquework through the same process with one of the products you sourced
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language
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30” x 40” foam board
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Mood Board Critique (teams of 2)
single page pdf uploaded to Canvassingle page printout brought to class
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example
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example
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O R G A N I Cm o s t u s e d w o r d o n p a c k a g i n g , s h o w s u p 1 0 x
plays in to beliefs and trends moving away from technology & synthesis and returning towards our roots in nature
you aren’t just buying a beverage, you are buying
in to the idea that through consumption of material objects you can return to your optimal
healthy self
“ C A N ’ T S E N D Y O U T O F I G I B U T C A N B R I N G Y O U K I N G K A V A ”
vacation in a bottle
escape from reality
cheaper than a real vacation
beach culture/stoner culture
D I E T A R YS U P P L E M E N T
consumer health trends point
towards stress & tension as we see a rise in anxiety and insomnia
concern for stress globally and on a personal level
mood beveragesare tied to this natural food
movement whichpeople believe will
improve their quality of life.
the use of this language acknowledges the trends towards the
quest for a higher quality of life
and well being
pendellum swings from rX and
stimulants towardsnatural alternatives
with relaxingand balancing
effects
this product taps in and appeals to
“good lifers” and “yoga moms”
moving away from products providing an immediate need
for energy to finding balance &
long term wellness
“ I T ’ S A S T R E S S F U L W O R L D ”
belief in the mainstream appeal of calming & mood
settling products
“ L O V I N G L Y H A N D M A D E ”
this communicationtaps in to larger
“local” trend themes
desire forproducts
that are uniqueand have
human touch & craft
not massproduced
or mainstream
“ D E L I C I O U S O R G A N I C T E A T H A T W I L L P U T Y O U A T E A S E W I T H O U T P U T T I N G Y O U T O S L E E P ”
relaxing but allows you to focus and
maximize functionality
rise in funding behind GABA& L-theanine draws from
tea culture
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example
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example
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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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see you tomorrow
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