Gestalt Effect and Schema Theories

According to Erik Du Plessis and Millward Brown in their book " The Advertised Mind: Ground-Breaking Insights Into How Our Brains Respond To Advertising", "A Gestalt is in a way a concept, except that in some way it is a stripped-down concept. It is more like a complex trigger for a concept."- page 51. They also added that "...Gestalt effect: the whole is more that the sum of the initial components."- page 53.

I was wondering if I can apply the Wertheimer's five law of perception (the principles of perceptual organisation) for this picture advertisement and try to identified its schema. I use this picture because it draws my attention once i look at it for the first time.

The first law of perception is proximity: when the object near each other, it will be group together. As stated by Willis D. Ellis in " A Source Book of Gestalt Psychology", "...the predominant influence of what we may call The Factor of Proximity...is the first of the principles which we undertook to discover." - Ellis, Willis D.,1938, page 74. The purpose is for the eye fixation. In the picture, our eye will be more focus on the olives and automatically we group it as one.

The second law is similarity: tendency of the same object bond together. The purpose is to emphasis the message. The olives are similar with each other and thus, the message should be about the content of the olives in the product.

The third law is common fate. The purpose is to create direction and decrease tension in viewing. When I see the pac man I can imagine that it moves from left to right while eating the olives.

The forth law is pregnantz (figure or ground). Its purpose is to assort while providing the same information. The box above shows the pac man and the olives. This arrangement is drawing my attention as I look at it because I assume it as a pac man who wants to eat the dots just like in the game. I apply or use something in the reality to simplify it.

The fifth or the last law of perception is closure. The purpose is to influence perception to create fine effects. Here, it uses the pac man as the subject of the product. We know pac man always eat the dot. Thus, pac man is the representation of the product. We imagine it eat the olives. Hence, the connotation of the product is it contain more olives in it or the product have olives flavour.

" Schema Theory is another constructivist theory. In general, the theory strives to explain how knowledge is created and used by learners. According to Schema Theory, people organize everything their know into schemas, or knowledge structures." - Tracey, Diane H. and Morrow, Lesley Mandel, 2006, page 51. In the picture, I used to see it as the pac man wanted to eat the dot. That is its schema because I have use my  knowledge to resemble it as what I know to simplify or organize the picture so that I can remember it easily.

Reference:

Ellis, Willis D. 1938. A Source Book Of Gestalt Psychology. Retrieved from: http://books.google.com/books?id=T432HyCzw2oC&pg=PA71&dq=wertheimer%27s+five+law+of+perception&hl=en&ei=DPeTTNjeCYXKcc60gKQF&sa=X&oi=book_result&ct=result&resnum=1&ved=0CCUQ6AEwAA#v=onepage&q&f=false

Plessis, Erik Du and Brown, Millward. 2005. The Advertised Mind: Ground-Breaking Insights Into Our Brains Respond To Advertising. Retrieved from: http://books.google.com/books?id=WrWisgkaZY8C&pg=PR7&dq=Gestalt+effect&hl=en&ei=Ee-TTM_AJMmXcaPtxaQF&sa=X&oi=book_result&ct=result&resnum=4&ved=0CDIQ6AEwAw#v=onepage&q=Gestalt%20effect&f=false

Tracey, Diane H. and Morrow, Lesley Mandel. 2006. Lenses On Reading: An Introduction To Theories And Models. Retrieved from: http://books.google.com/books?id=tebt2CTsvNEC&pg=PA51&dq=Schema+theories&hl=en&ei=Qe-TTOLlGYW3cMyoxaQF&sa=X&oi=book_result&ct=result&resnum=2&ved=0CCsQ6AEwAQ#v=onepage&q=Schema%20theories&f=false

Visual Syntax and Semantics

I want to argue on how we read one image, interpret and creates meaning from it. I was curious whether one image have fixation, application of syntactic rules of composition and semantics definition (study of meaning). I will use the image above for my analysis.

Fixation

Fixation is a focus of eye movement. In the image above the fixation are circle and numbered. The first thing that my eye focus on is the women's face in the mirror, followed by the body, the big word 'Dior', the bag, the sunglasses and the chair, the small word 'LADY' and finally, the tiny word on the upper right edge (the name of the model). Perry agree with psychologist S. Jay Samuels in her book "Words About Pictures: The Narrative Art of Children's Picture Books" that "...when pictures and words are presented together, the pictures would function as distracting stimuli and interfere with the acquisition of reading responses" - S. Jay Samuel (Nodelman, Perry, 1988, page 2). This is why we always notice the image first, then the words.

Syntactic rules of composition is base on visual observation of the image. Our brain can see colors, form, depth and movement. This is the basic way how we visually interpret things. In " An Autonomous Robot Photographer" written by Zachary Byers, Michael Dixon, Kevin Goodies, Cindy M. Grimm and William D. Smart, they stated that "Rule-of-thirds: It is best to place the faces in a photograph at, or near, the one-third and two-thirds horizontal lines in an image."- page 4. Thus, I can apply the rule of third here, same as the balancing of weight - colors between the background (grey) and her dress (red) ,and the viewpoint.

According to Paul Martin Lester in his book "Visual Communication: Images With Messages" , "We tend to associate a pleasant or bad experience with the color of the objects that constitute the event...Most people never associate color with a formless blab, but with a definite object. For that reason, memory of a color affects the perception of it." - Lester, Paul Martin, 2006, page 35 and 36. In this image, the plain grey background gives an impression of a lifeless or boring life. On the other hand, the presence of the red color of her dress give a contrast with the background, results in brighter, alive, passionate and emotional image. The semantics definition would be 'if you use this product your life would not be boring anymore. You will become more beautiful, sexy, fun and  confident'. In conclusion, the meaning of the image can be illustrate by interpreting the color according to its use or context in the image.

Without words too we would not know what product they are trying to sell. Thus, image and words need to be together to make a successful visual communication.

References:

Lester. Paul Martin. 2006. 4th Edition. Visual Communication: Images With Message. Retrieved from:
http://books.google.com/books?hl=en&lr=&id=6oibH9roTmkC&oi=fnd&pg=PP10&dq=Lester+2006+-+images&ots=uB1ht2LtBm&sig=uYvQeiHf4mI66gkxYIubepdK06M#v=onepage&q&f=false


Nodelman, Perry.1988. Words About Pictures : The Narrative Art of Children's Picture Books. Retrieved from: http://books.google.com/books?hl=en&lr=&id=kjmVSP1ap1YC&oi=fnd&pg=PR7&dq=words+and+pictures&ots=5lxuyUh62w&sig=jxp_Wi46Zob8ndpZoJsZhxSFCrA#v=onepage&q&f=false

Byers, Zachary. Dixon, Michael. Goodies, Kevin.Grimm, Cindy M. Smart, William D. 2003. An Autonomous Robot Photographer.

Semiotic Approach in Brunei Food Advertisement

Brunei Tourism Advertisement

Sultan Omar Ali Saifuddien Mosque

I decided to use this advertisement for the purpose of semiotic analysis. My aim is to argue whether a sign could gives many connotations. Umberto Eco stated in his book "A Theory of Semiotics", "A general semiotic theory will be considered powerful according to its capacity for offering an appropriate formal definition for every sort of sign-function, whether it has already been described and coded or not. So the typology of modes of sign-production aims at proposing categories able to describe even those as yet uncoded sign-functions conventionally posited in the very moment in which they appear for the first time." - Eco, Umberto (1979), page 5.

Semiotic is the study of sign. Sign must have both a signifier and a signified. Signifier is what we see, touch, feel, taste or hear. While signified is the interpretation of the signifier. As stated by Umberto Eco in his book "Semiotics and the Philosophy of Language", " The sign is usually considered as the correlation between a signifier and a signified ( or between expression and content) and therefore as an action between pairs." - Eco, Umberto (1984), page 1. 

As a signifier and a signified were identified, the signified will automatically become the denotation (literal meaning). And then, when we applied the denotation into a different signifier, it will gives us a connotation (deeper meaning). According to Gillian Dyer in "Advertising as Communication", "...denotation and connotation refer to first and second levels of meaning in a sign. The term denotation refers to the literal meaning of sign; to what is 'objectively' present and easily recognised or identified. Connotation is a term used to refer to meanings which lie beyond denotation but are dependent on it." - dyer, Gillian (1982), page 128.

From the food advertisement above, there are five signifiers that I can identified: the pictures of 'Ardam', 'Pulut Panggang', ' Bingka', 'Ambuyat' and 'Satay'. As we identified the signifiers, our brain will automatically interpret it as a group of 'foods' (signified). Thus, 'foods' is the denotation (literal meaning of sign). But, when we link the denotation with the picture of mosque above, it will gives a connotation (a deeper interpretation of meaning). In "Advertising as Communication", Gillian Dyer agree with Roland Barthes that "...the first system (denotation) becomes the plane of expression or signifier of the second system (denotation)...the signifiers of connotation...are made up of signs (signifiers and signifies united) of the denoted system."(Barthes, Roland) - Dyer, Gillian (1982), page 128.


The signifier (mosque) signified the meaning of Islam whereas when I associate it with foods I will think of 'halal' foods. Thus the connotation is 'halal' foods. Nevertheless, the mosque itself is a signification of Brunei because it can only be found in Brunei. Thus, another connotation is Brunei foods. In the advertisement also there are anchorage which illustrates the Malay food. We can see it directly from the Malay words 'Ardam', 'Pulut Panggang', 'Bingka', 'Ambuyat' and 'Satay'. All of these are the signifiers and they are the signification of Malay foods. Thus, the connotation is Malay foods.


As a result, it is true that a sign could give many connotations. It depends on both a signifier and a signified to interpret it. Umberto Eco agree with Pierce in his book " Semiotics and the Philosophy of Language", " The principle of interpretation says that " a sign is something by knowing which we know something more" (Pierce). The piercean idea of semiosis is the idea of an infinite process of interpretation. It seems that the symbolic mode is the paramount examples of this possibility." - Eco, Umberto (1984), page 2.

References:

Eco, Umberto.1979. A Theory of semiotics. Retrieved from:
http://books.google.com/books?hl=en&lr=&id=BoXO4ItsuaMC&oi=fnd&pg=PR7&dq=semiotic&ots=962T-rPwhi&sig=smdMtUs1j7H-ToX_5GmSaqTgtew#v=onepage&q=semiotic&f=false 


Eco, Umberto.1984. Semiotics and the Philosophy of Language. Retrieved from:
http://books.google.com/books?hl=en&lr=&id=aqTkkHZsIMwC&oi=fnd&pg=PR9&dq=semiotic&ots=9fXiUgWjUc&sig=UrtAACyhSg9h4aOytZ1u_im_XJ0#v=onepage&q=semiotic&f=false


Dyer, Gillian.1982. Advertising as Communication. Retrieved from:
http://books.google.com/books?hl=en&lr=&id=58StsR8D0gYC&oi=fnd&pg=PP11&dq=advertising+as+Communication&ots=FoNRMZdFm8&sig=CkgD3cuuAc78u6N_kEIVN0BkNK8#v=onepage&q&f=false

Perception of Fairy Tales

I wish to examine on how people in different ages perceive the discourse of fairy tales because once upon a time when I was still a child, I believe in fairy tales but as I grew up my perception towards it changed. I realised that fairy tales doesn't exist in real life and it only remains to be one of the story that I enjoy in my free time. As stated by Jack Zipes in his book 'Fairy Tales and the Art of Subversion', "Fairy tales for children as universal, ageless, therapeutic, miraculous, and beautiful. This is the way they have come down to us in history. Inscribed on our minds, as children and then later as adults, is the impression that it is not important to know about the mysterious past of fairy tales just as long as they are there and continue to be written."( Zippes, Jack David ,1988, page 1 and 2)

While I was a child, I like to watch Cinderella story. I can potray myself as the protagonist (Cinderella) and marrying a handsome prince. I believed it was real that I could also live happily-ever-after with my beloved one. The reason why I perceive it like this was mentioned in Lewis Carl book "Fairy Tales, Sexuality, and Gender in France, 1690-1715 : Nostalgic Utopias" , he believes that " ...fairy tales can be said to outline the very contours and solidity of what we take to be "reality"." ( Seifert,Lewis Carl ,1996, page 1) Thus, I tend to believe that it was "reality" which I perceived when watching the Cinderella story.

But, as I grow older, the concept of "reality" changed. I realise how the real world look like. There are no 'prince charming' and there are no 'happily-ever-after' because the real world are a cruel places (anything can happen, for example divorces and scandal). But, I have learn so much from the fairy tales, includes morality, values and manners which is important in our life to be civilised.(Zipes, Jack David, 1994, page 19) Thus, although it is not real to me but I still watch it because there are always morale story behind it.

Fairy tales is something that I do not believes but enjoy (when I was a child or even now- an adult). Although my perception of "reality" as a child and adult are different, but as a person I'm not. The only thing which can change my perception towards it is my age differences.


Reference:
Zipes, Jack David (1988), Fairy Tales and the Act of Subversion: The Classical Genre for Children and the Process of Civilisation, Heinemann Educational Books Ltd, USA. Retrieved from:
http://books.google.com/books?hl=en&lr=&id=TZUF7MlyYd8C&oi=fnd&pg=PP10&dq=perception+of+fairy+tales&ots=nnv-swUnTJ&sig=vD6jROcnlL7_Rwx5k0_CrZg1Hd8#v=onepage&q=perception%20of%20fairy%20tales&f=false

Seifert, Lewis Carl (1996), Fairy Tales, Sexuality, and Gender in France,1690-1715: Nostalgic Utopias, Cambridge University Press, Great Britain. Retrieved from:
http://books.google.com/books?hl=en&lr=&id=1pnqsYZhlnQC&oi=fnd&pg=PP18&dq=perception+of+fairy+tales&ots=cnMOKf26yV&sig=OyAs9hk67RS4TXGaGnNUmt34cxs#v=onepage&q=perception%20of%20fairy%20tales&f=false

Zipes, Jack David (1994), Fairy Tale as Myth/ Myth as Fairy Tales, The University Press of Kentucky, Lexington, Kentucky. Retrieved from:
http://books.google.com.bn/books?id=Ld5i71RKaw4C&pg=PA18&lpg=PA18&dq=seventeenth+and+eighteenth+centuaries+literary+fairy+tales&source=bl&ots=KDKOfSg2u6&sig=q3K3DouLMgKQ-1T1o4HE8ryew5A&hl=ms&ei=6xd3TP6iGoqAvgOdjpm1Bg&sa=X&oi=book_result&ct=result&resnum=8&ved=0CCkQ6AEwBw#v=onepage&q&f=false

Analysis on "The Last Song" movie

Few days ago, I watched a romantic drama movie namely "The Last Song" directed by Julie Anne Robinson, starring by Miley Cyrus as Ronnie Miller, Greg Kinnear as Steve Miller, Bobbie Coleman as Jonah Miller, Liam Hemsworth as Will Blakelee and Kelly Preston as Kim (Ronnie and Jonah's mother, and also Steve ex-wife). The main story was centrally focused on Ronnie Miller's life.

feminine Ronnie

From the movie, it portrays Miley Cyrus as Ronnie (the character) and "The Last Song" is a discourse about Ronnie's life. According to Antony.H Harisson in his book 'Victorian Poets and the Politics of Culture'- "Discourse not only provides the medium for thought and communication but can also thus be viewed as the basis for action in the social world." (page 3).
He added, " ...ideology is inseparable from the signs in which it is represented, and these signs always operate within concrete forms of social intercourse." (page 3).  In the beginning of the movie, Ronnie illustrates a women who has lack of feminism but at the end she managed to change her character and became more womanly. This is because feminism is her second nature.Thus, the ideology of the film is that feminism cannot be separated from every woman's character.

Gothic Ronnie

If it is against the ideology, thus we called it as counter ideology. As what Antony stated in his book ' Victorian Poets and the Politics of Culture', " Works of art nonetheless sometimes also powerfully challenge those dominant ideological forms and present themselves as alternatives to them." (page 2). This is what happened to Ronnie. She had found other alternatives to express herself which is by joining the Gothic community contrary to what her parents wish for. This is where she slowly loses her femininity but then recovered it back after she met the person she love.








Reference:
Harrison, Antony.H. (1998).Victorian Poets and the Politics of Culture: Discourse and Ideology. Retrieved from:
http://books.google.com/books?id=PMfgoIqJL0AC&pg=PA1&dq=ideology,discourse+and+politics&hl=en&ei=WotqTOKOFMnMcOyivIAC&sa=X&oi=book_result&ct=result&resnum=5&ved=0CD8Q6AEwBA#v=onepage&q&f=false