OUGD404 - Speech Made Visible

Semiotics

• Sign
• Symbol
• Signifier

Visual

• Metaphor
• Metonym
• Synecdoche

Synecdoche

when a part is used to represent the whole, or vice versa.

Inherently connected to it.

Only works if what the synechdoche represents is universally recognised

Metaphor

Used to transfer the meaning from one image to another

Metaphor conveys on impression about something relatively unfamiliar by drawing a comparission between it & something familiar.

Metonym

Symbolic image that is used to make reference to something with a more literal meaning.

By way of association the viewer makes a connection between the image & intended subject. The two images bear similarities.

Readability, legibility & hierarchy

Legibility - letter & glyphs

Readability - Line length, weight etc.

Delivery & control of type 

Newspapers - red tops to draw attention - look at them first.

Editorial design - hierarchy is the significant part - effective typography - tells the viewer where & how to read - not the typical left to right

When the hierarchies are clear, they become less readable. When they are further away it is more engaging to the viewer.

Session task:

We had to bring in 'Who are you?' printed out & cut out, in bold, regular and light, in the four different point sizes: 24, 36, 72 & 144.

Gill Sans

From these we then had to give different words emphasis by mixing up the weights of the letters.

Emphasis on the 'you'

Bold - louder/longer - more emphasised word

Light - quieter/quicker - less emphasised word

Regular - Normal - regular speaking voice.

Point size also affects these and how they are spoken.

We then started mixing the sizes up as well, so the volume is changed as well:

The 'who' is normal, the 'are' is quiet as it is light & smaller, & the 'you' is louder as it is larger

'Who' is normal, 'are' is quiet & 'you' is loud

'Who' is loud, 'are' is quick/quiet, 'you' is louder than normal

We then had to choose three and say them out loud, with the various emphasis. We found that they sounded different said than they did read in our heads. We can not say it naturally in this format.

After this, we then said the phrase each, then the others in the group had to guess & create the version they thought we were saying of the phrase. This was quite difficult as there are so many point sizes, so there were quite a few variations that came out from it.

Task:
Using the same principles discussed in this session, write the phrase 'Who are you?' in the accents of the following list:

• Geordie
• Welsh
• Yorkshire
• Irish
• Pirate
• Essex
• French
• Scouse
• Jamaican
• Russian
• Australian