What sets humans apart from other species is our advanced capacity to communicate on a multitude of levels. A requirement of effective communication is the common understanding of the message that is being broadcasted.
Audible and visual lines of communication have evolved to cater to different senses. Some ways in which we communicate today include:
- Verbal language (i.e. tone of voice, volume, speed of delivery)
- Non-verbal language (i.e. Body language, hand gestures and facial expressions)
- Written communication
- Still images (photography, art and illustration)
- Moving image (video)
Vocabulary and language varies amongst different cultures. Verbal and non-verbal interpersonal channels of communication can assist with the understanding of a message when you are face-to-face. However, it can be difficult to transfer these attributes to written and visual interpretations. For example, how is tone, volume or speed of delivery translated into written dialect or imagery?
Roland Barthes believes that visual communication can be broken down into three aspects[1]:
- Linguistic messages: being in the text itself.
- Coded iconic messages: which contain symbolic meanings or connotations.
- Non-coded iconic messages: which refers to the denotative aspects where the object is reflective of what it is.
Chupa Chups’ advertisement (below) illustrates these concepts. There is some anchorage text that provides the linguistic message, “it’s sugar free”. The Chupa Chup (lollypop) image is the non-coded iconic message – the signifier. The ants provide the signified connotative meaning (a coded iconic message). As ants are generally attracted to sweet foods this image demonstrates that they are avoiding the lollypop due to its “sugar free” qualities.
Image Source: http://www.onextrapixel.com/2009/12/08/60-humorous-print-advertisements-to-tickle-your-bones/
Forms of written communication date way back to Ancient civilizations, from rock carved glyphs of the Mayan cultures to the cave paintings of our Indigenous Australians. Originally language was mostly depicted as imagery. Scripts have developed and today and the most used written systems include the Latin (or Roman), Cyrillic and Arabic alphabets. [2] The beautiful Roman serif typeface that is found on “Trajan’s Column, and samples like it, would go on to influence the development of the Roman alphabet, and later typeface design, for the next 2,000 years.”.[3] This incredible landmark communicates both in written form (on the base) and imagery, with carvings up the column representing stories of the time.
Video Source: http://smarthistory.khanacademy.org/column-of-trajan.html
Speakers: Valentina Follo (courtesy of Context Travel), Dr. Beth Harris, Dr. Steven Zucker
Grammar provides rules and conformities to language that creates structure. Punctuation and sentence length can drastically change the way we read text. Short sentences may imply a state of urgency and UPPERCASE or exclamations suggest an increase of volume or emotion. A sentence can be dramatically changed with the omission of a simple comma. The text on this Pepsi campaign below suggests that they are manufacturing “taste less” beverages.
Likewise, the addition of redundant punctuation can be confusing to the reader. Take a look at this Melbourne signage, which incorrectly uses apostrophes – twice!
Image Source: http://www.theguardian.com/books/booksblog/gallery/2014/may/13/bad-grammar-rogue-apostrophes-and-bizarre-spelling-in-pictures
Similarly to our language being governed by grammar, syntax also dictates the appropriate sentence structure. Often by changing the structure of the sentence, or omitting part thereof, it can change entirely – or on longer make sense.
An understanding of the basic origins of language and communication makes it is easier to analyse Visual Communication and how the messages are being broadcasted.
References
[1] Barthes, R. (2014). “Rhetoric of the Image” (abstract). [online] Mh.cla.umn.edu. Available at:http://mh.cla.umn.edu/ebibld4.html [Accessed 29 Nov. 2014].
[2] Omniglot.com, (2014). Index of languages by writing system. [online] Available at:http://www.omniglot.com/writing/langalph.htm [Accessed 30 Nov. 2014].
[3] Typophile.com, (2014). Trajan | Typophile. [online] Available at:http://typophile.com/node/14496 [Accessed 30 Nov. 2014].
Fiske, J. (1990). Introduction to communication studies. 2nd ed. London: Routledge.
Learn.columbia.edu, (2014). Saussure: An Introduction. [online] Available at:http://www.learn.columbia.edu/saussure/ [Accessed 30 Nov. 2014].
Onextrapixel – Web Design and Development Online Magazine, (2014). 60 Humorous Print Advertisements to Tickle Your Bones. [online] Available at:http://www.onextrapixel.com/2009/12/08/60-humorous-print-advertisements-to-tickle-your-bones/ [Accessed 30 Nov. 2014].
Bausells, M. and Guardian Readers (2014). Bad grammar: rogue apostrophes and bizarre spelling – in pictures. [online] the Guardian. Available at:http://www.theguardian.com/books/booksblog/gallery/2014/may/13/bad-grammar-rogue-apostrophes-and-bizarre-spelling-in-pictures [Accessed 30 Nov. 2014].
Smarthistory.khanacademy.org, (2014). Column of Trajan – Smarthistory. [online] Available at:http://smarthistory.khanacademy.org/column-of-trajan.html [Accessed 1 Dec. 2014].