2012年11月25日星期日

How does text and image contribute and affect the communication?


How text and image work in communication? This is a key point always remained me when i did my design work, but i still not clear of it. Today i have read something about Ferdinand de Saussure  who was a Swiss linguist, Based on theories of Ferdinand de Saussure I will analyse how the message communicate with the receiver. The Swiss linguist, Ferdinand de Saussure (1857-1913) has explored the ideal about how the message created by sign influence the communication. 

 In Saussure’s theory holds that linguistic signs are composed of the arbitrary combination of sound patterns and concepts. It is concrete dimension the concept or signified is its abstract side while the signifier and the signified can be separated, analytical purposes. In other words the sign is composed of two parts one is the physical existence and the other one is the mental concept. The main difference of the communication is at the mental concept. Due to the different culture, environment, background and mood it will change the result of the message.

People with different culture have different understanding of same signs and symbols. For example based on the environment and culture, white as a color represent different things thus it’s outcome of the communication will be different.


In China white color represents death, thus people wear white color clothes in funerals.In their mind white color is related to something sad. The sad feeling which white color reflects is the mental concept of the Asians.

However, in the Western society white as a color is a symbol of pureness, it has been widely used in weddings and celebrations. Western people have connected it with happiness.





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