Handbook of Corporate Communication and Public ... - Blogs Unpad
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Handbook of Corporate Communication and Public ... - Blogs Unpad

Handbook of Corporate Communication and Public ... - Blogs Unpad Handbook of Corporate Communication and Public ... - Blogs Unpad

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Figure 22.1 Toyota Source: Permission has been given by the Toyota Motor Corporation to reproduce this page (13) from their 1995 annual report Analytical classification Attention (1) Identify signifiers/signifieds and their causal relationships. Response The following signifiers are apparent: • two human figures; • white Toyota saloon with raised bonnet showing black engine; © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors

• Toyota name in red on rear display wall heart-shaped logo with word Tecno in close proximity; • participant in white shirt, no coat, clipboard held under arm by one participant who is also holding a pen; • second participant in dark suit, blue shirt; • both participants wear dark ties. One participant without coat; • in metalinguistic terms, page is gloss coated paper in full colour; • the background display panel performs framing role. (2) Identify narrative sequence, interactive participants and their vectoring (actor, goal, recipient and the transaction. Response The picture represents two males leaning over the raised bonnet of a car. One male is pointing with his pen to an engine part while looking at the second male. The elements are arranged symmetrically against a neutral background. Reading from left to right from the ‘given’, or the ‘authority’, the actor acts upon the engine (the goal) which is a metonym of the whole which is the car and the car is a metonym for the Toyota company. The car extends the meaning by this act of pointing which adds further attributes to the car. The engine then becomes the actor which forms a transaction with the second male as goal. There is thus a double transaction which is apparent to the viewer who is invited to assume a detached scrutiny. There are a number of vectors which appear to control the meaning. They are: the gaze of the left side human figure which ‘eyeballs’ the second, thus demanding the goal’s full attention. The left arm of the actor on left is pointing to a part in the engine which creates a vector that meets a vector running from the eyes of the goal male who is looking at the point the left male is touching. There is thus an inverted triangle formed by the vector from the top of the heads of the two humans which continues to its apex where the arm of one meets the eye-line of the second. Other vectors apparent are the humans who form two sides of a rectangle joined by the front edge of the bonnet. The fourth side of the rectangle opposite the bonnet is closed by the bottom edge of the picture. The central concentration is reinforced by two vectors formed by the underside of the car, this leads the eye to the central bottom point of the picture and by the roof of the car leading the eye into the central rectangle. Further vectoring establishes a sense of framing. (3) What are represented participants (people, places and things in the picture They can also be abstract concepts which could be a subject about which the images are produced) © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors

Figure 22.1 Toyota<br />

Source: Permission has been given<br />

by the Toyota Motor Corporation to<br />

reproduce this page (13) from their<br />

1995 annual report<br />

Analytical classification<br />

Attention<br />

(1) Identify signifiers/signifieds <strong>and</strong> their causal relationships.<br />

Response<br />

The following signifiers are apparent:<br />

• two human figures;<br />

• white Toyota saloon with raised bonnet showing black engine;<br />

© 2004 S<strong>and</strong>ra Oliver for editorial matter <strong>and</strong> selection;<br />

individual chapters, the contributors

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