As modernity progress, there has been an on-going debate whether visuals can be considered as a language or not. Linguists strongly believed that it cannot be because visuals have no syntax (structure) or grammar. Also, it is not a widely shared concept - no universal concept. Interpretation is subjective to each individual.
However, some may argue that syntax can be used in visuals.
American philosopher Suzanne Langer:
"Grammatical structure is not a symbol of itself, but it ties together several symbols, ... to make one complex term."
With that being said, it can be applied to images as well since the features such as shapes, borders, colors, features and layouts are as complex as language itself. These factors substitute for linguistic grammar which all make up to the syntax of the visual. And so, if more people agreed to the shared meaning of the visual then, it can be considered as a language.
American philosopher Suzanne Langer:
"Grammatical structure is not a symbol of itself, but it ties together several symbols, ... to make one complex term."
With that being said, it can be applied to images as well since the features such as shapes, borders, colors, features and layouts are as complex as language itself. These factors substitute for linguistic grammar which all make up to the syntax of the visual. And so, if more people agreed to the shared meaning of the visual then, it can be considered as a language.
Let’s take a look at the photos below.
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| http://home.wangjianshuo.com/archives/2007/06/24/screen-chinese.characters.PNG |
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| http://img.chinaa2z.com/uploadpic/learn/Sinology/2008/20081226/20081226131155678765/1230268878.jpg |
As you can see here, the Chinese characters take shape of the iconic features. It has been standardized as to make them easier to remember and write. Though, only a small fraction of the Chinese characters are pictographic, it is still considered as a form of language. (四月雪, 2007)
When it comes to visual syntax, some ground rules are needed to be taken into account such as color, form, depth and movement. When we look at a photo, we don’t look at it randomly but rather focus at certain areas that grab our attention. It is an involuntary action where our brain tells us where to start and end an image.
Example of Jimmy Choo spring-summer 2009 Ad campaign.
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| http://frillr.com/files/images/Jimmy%20Choo%20-%20SpringSummer%202009%20-%20Angela%20Lindvall.jpg |
Our level of eye fixation varies from the strongest to the weakest point.
The seal brown heel stands out the most because it is found in the centre. This is called the point of interest or centre of interest. Subject placement is important as it helps create the feeling of balance in the composition. (Basic photography technique) Different tones of color also contribute to our eye movements. When a darker shaded color falls in a dull background, it sticks out more. Moreover, lighting and shadow gives the heel a sense of depth which creates an illusion of a killer high heel. Each element in a picture has a certain amount of value in respect to all the other elements.
According to Morris, in order to understand the language of visual, it takes more than just syntactic but semantics and pragmatics to aid the study of signs. These three elements help advertisers and communication professionals channel specific interpretation to the receiver.
Semantics is the study of compositional meaning. It refers to the connotative meaning of a sign; what the image represents. Pragmatics on the other hand is the study of interactional meaning. It helps determine the origin of the meaning of a sign by understanding some of the factors such as codes, modality, sender, receiver and context.
For example,
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| http://media.photobucket.com/image/chanel%20logo/Jords6/chanel-logo.gif?o=19 |
What are the syntax and semantics of Chanel?
- · It represents simplicity.
- · Black and white colored; classy, timeless stigma.
- · The double C markings are symmetrical.
- · it gives a harmonious weight of composition.
With syntax and semantics, you can conclude its pragmatics.
A timeless watch from Chanel premiere collection
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| http://www.geekwatches.com/wp-content/gallery/7/chanel-premiere-collection-3.jpg |
Chanel pragmatics:
The context of this print fits the logo. The monochrome color creates a “back to basics” look which, as you can see, is incorporated into the features of the timeless watch premiere collection. The simplicity and elegance of the watch creates a sophisticated and chic look. As a whole, it gives the receiver the feeling of timelessness. – The idea that Chanel never goes out of style.
Works Cited
Basic photography technique. (n.d.). Retrieved september 2010, from Photoin: http://photoinf.com/General/NAVY/Photographic_composition_Balance.htm
Langer, S. the syntax of symbols. In P. M. Lester, Syntactic Theory of Visual Communication. Fullerton, California.
Miller, G. A. (2009). define: language. Retrieved september 2010, from WordNet. princeton university.: http://wordnetweb.princeton.edu/perl/webwn?s=language
Morris. The syntax of symbols. In P. M. Lester, Syntactic Theory of Visual Communication. Fullerton, California.
四月雪, A. (2007, april 9). pictograms in chinese characters. Retrieved september 2010, from My Opera: http://my.opera.com/Aprilsnow/blog/pictograms-xiangxingzi-in-chinese-characters
