WEEK 4: Syntax, Pragmatics and Semantics

Way before words are created, we found that most of the cave or place in this world were full with image which are drew by people before us. They learn to speak or communicate before alphabets or languages (words) are created with the use of these images. Human learn to use visual as their language to interact with each other. 

'The main reason for using visual language is that they are often far more convenient for the user than traditional textual languages' - Marriot.K, Meyer.B, (1998), Visual Language Theory, Springer.


According to Lester.P (2006), traditional linguist stated that visual images could not be taken as a language since it does not have alphabet and grammar (rules structure) which used to form a phrase or sentences. 


Syntax - tells about the relation between the patterns and rules. Without its structure, it is hard to understand the meaning. For example the alphabets are combine together to give meanings - C+A+R = 

This image maybe will not appear when you change the structure of CAR into ARC or RAC. 
 Like formal language, visual also have rules in order to deliver messages from the image such as colors, lines, composition and even position of an object portrayed in the image. 

The position of every object including words, pictures and logo are positioned to direct the eye movements of  the viewer. When we see this image, our eye move from the 'start' (center) to the 'end' (BMW logo) which shows that our sight is directed by five laws of eye movement. Only certain parts in the image will attract our attention - your eyes does not concentrate at the curtain behind. Informative parts attract more attention - only 'the ultimate attraction' sentence attracts our eyes. The overall message that can be interpret from this image is by choosing BMW as your ride will attract attraction from people around us.

A bright color have loud effects. It shows that the main attraction of this image is the 'Guess' perfume which situated in a black and white color as its background. The perfume seems to standout among all of the object in the image. Other than that, the vertical and horizontal lines which acts as a frame of an image tend to make the the object more stable.

The rule of thirds states that by dividing an artwork with evenly spaced horizontal and vertical lines - two of each, creating 9 parts -, the intersections of these lines are to be sought after as the most preferred focal points of an artwork or photograph. This is because at these points, the eye has the best perception of the main object in relation to the surrounding objects. 

Instead of being at the center of the picture, the model of the Calvin Klein advertisement stand at the left corner of the picture which used the 'third rule' to create attention for viewers. 

Semantics - tells about meaning. It depends on how the viewers interpret the meaning they get from the images including colors, fixation, lines composition and etc. 

This pictures produce an unpleasant feeling due to its color arrangement. It is designed to provide message to the public to stop smoking where black and dull color represent death.

The room in the picture are so tidy while the women pose confidently. It shows that the 'Versace' brand gives confident and comfort feeling to those who wear it. Other than that, gold dress represent the luxury or wealthy of the women. Versace also gives status to a women who wear it. We should also bear in mind that the meaning that we get from a picture always follow the codes which we use to interpret the meaning.  


Pragmatics - tells about the uses or purpose for the meaning. For example, a combination of yellow, red and green are no longer used and interpret for the same meaning. Below is a traffic light where the colors used to control traffic conjunction. 

Semantic is the colour. - Green Go. Red stop.Yellow Ready to stop.


Pragmatics - the uses of this meaning. but sometimes its contradict with the actual meaning. Thus the purpose to the general meaning has change in certain parts of the world. To most people, Yellow means just get past the traffic light fast as you can before it turn red =)


While in Congo they used this tree color as their Flag. 

On the other hand, the combination of this colors also represent 'Rasta' style which famous among Bob Marley fans.

Syntax - The traffic light can be created and turn out to be in many form such as this -

REFERENCE :

•  Lester, P.M. (2006). Syntactic theory of Visual Communication. Retrieved June 17, 2010 from Communication Faulty of Fullerton University.

• The Developement of language and language research : Roger Brown - edited by Frank