Visual and Procedural Rhetoric

To begin with we were shown an image of Japan on a map(without any textual reference) and asked what the image was of. Of course the image was of Japan as many if not all students suspected and this was shown to us as a denotation of Japan. This was the initial example to kick off the lecture about connotations and denotations. Next we were asked to create quick sketches of 3 things we would associate with Japan.

Question response

My examples were as shown, a parasol, sushi and a cherry blossom tree. Further examples given by my peers were such as Pikachu and Pokémon. However, the point being drawn out here is that we can look at these clues and associate them with Japan, though they do not actually denote Japan. Japan, as in the country denotes Japan. At first this may sound a little strange but upon explanation is made very clear and is all about what we associate with a subject and how a collection of these connotations can be built up to lead to a denotation through rhetoric references.

Connotation

Not what it is but what can represent it.

Denotation

The actual word or the thing it actually is.

Within graphic design you will more often then not be using vague connotations within your work to build up the overall picture of its represented subject. For instance if you want to create a feel of something rather then just stating it, here we have been shown to demonstrate a “feel” for Japan without actually displaying Japan. We have referred to Japan using different elements seen within its setting and/or aspects of its culture.

A very good example of connotation and signifiers being used to build up a visual message is within the below poster by Steff Geissbuhler.

Sourced from www.geissbuhler.com

The peace poster shown can have a variety of meaning to different people based upon their experience and general knowledge of the world. However the meaning which would be most associated with the poster is that which has been built up using the different signs and symbols provided. To some this may be a simple gimmick displaying two monsters in friendship, however when inspected closer it has a very deep meaning. The majority of those who will identify to this poster is that of Japanese or American origin. That is because the subtle but clear meaning behind the piece is that of a new friendship declaring peace after the horrors of Hiroshima and Nagasaki. The Japanese flag is used to resemble what initially looks like a sunset but is also used to resemble the blast created by the atomic bombs dropped, combined with the monsters featured on the poster, one based in America the other Japan while Godzilla also references to the atomic bomb as its creation. The connection the poster, its deeper meaning and the horror movies have is due to these types of horror movies being termed “Atomic Horror” further stating its denotation through connotation. All these signs are being used in an associative manner, associating these different elements together creating a guide to decode the message being communicated.

I say being “decoded” because as mentioned previously, not everyone will understand the message being sent. This is aimed at a specific audience who understands and is aware of that topic and is potentially a conversation starter as to what the poster is symbolising then leading to education about the topic. The correct term for these “clues” is linguistic and graphical clues.