Example: The dog bites the man.
In addition to the ordering of words within a sentence, we also affect the meanings of words when speaking through the particular utterances of our words (parole). Associative interpretations of the words, can enter and exit the message, even altering it's meaning. Sausurre called this vertical synchronic axis of meaning, the paradigmatic or associate axis.
_________.
_________.
guy.
dude.
senor.
person.
boy.
male.
The dog bites the man.
Associative word choices are also what Sausurre referred to parole - understood and interpreted individually based upon a person ethnic and cultural backgrounds.
This concept states that we interpret the meaning of the sentence, not just by focusing on the chosen word(s), but also by knowing what other choices were available and not chosen.
Exercise:
In visual communication, variations of form, can constitute associative utterances of the word. Layout six "interpretative expressions" of the meaning of the weather report using the variables of type and layout.
Weather Report
Ogden
Wednesday
October 2, 2013
High- 71° F
Low- 55° F
Precip- 0%
UV Index- 6 High
Sunrise- 7:26 am
Sunset- 7:08 pm
Partly Cloudy
Increasing Clouds
Size: 5x5”
Grid: 9-unit modular
Layouts: six, 2/page, centered
Typeface: san-serif font (helvetica, meta, myriad, etc)
Color two layouts only
Exercise is due beginning of class, Thursday, October 3rd.
