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

(11) Is the linearity (position of one object in relation to another):
• Spatial Response: The objects are spatial yet so tightly related through vectoring and
composition as to establish a single purpose.
• Locative left/right. Response: The linearity is left to right.
• Locative top/bottom. Response: The positioning of the company name establishes its
importance as an overarching ‘given’.
• Locative centre/margin Does centre unify the information or provide meaning from
which the surrounding elements draw their own meaning Response: The centre does
unify the information but the surrounding elements do not draw their meaning from
it although it is the reason for their existence in the picture.
• Is there a ‘locative circumstance’ which relates other participants to a specific participant
in a setting Response: No.
• Define the reading paths. Response: The reading path takes a circular route which
starts at the intersection between the pointing hand and the eye-line of the second
participant. From there the eye runs back up the two vectors and down again but
within the context of the powerful presence of the car.
• Indicate any motion (i.e. cat climbs tree). Response: There is an implied assumption
that the left side human will follow with further pointing to other parts of the engine.
• Identify co-operative interaction. Response: There is a co-operative element in that
the vectoring draws the right side human who is probably before the ‘action’ in
this picture a stranger to the left human, into a close relationship based on mutual
technical interest.
• Discuss multimodal and materiality in terms of typeface, quality of paper, shape/size
of text and colour. Response: The modes in use in this brochure include the following:
high gloss paper, full colour, hard spine binding, paper size A4, use of variable type
size, colour (part of modality marker list): score on 1–5 basis, colour saturation (scale
full colour saturation (5) to absence of colour (0)). Response: Score saturated full
colour 4. Colour differentiation (scale maximum range (5) to monochrome (0)).
Response: Score colour range 4. Colour modulation (scale full modulation (5) to plain
unmodulated (0)). Response: Score colour modulation 4. Colour contextualization
(scale absence of background (0) to full articulation/detail (5). Note level of degrees
of focus, muddy dark background, high degree (5) low (0). Response: Score background
context 1. Response: Score background focus 4. Representation (scale maximum
abstraction (5) to maximum representation of pictorial detail (0)). Response:
Score representation 4. Depth in perspective (scale from absence of depth (0) to maximum
deep perspective (5)). Response: Score perspective 3. Illumination (scale full
play of light/shade (5) to absence (0)). Response: Score illumination 3. Brightness
(scale maximum degrees of brightness (5) to black and white (0)). Response: Score
brightness 3.
• What are the criterial factors in socio-economic terms Response: The sign-maker has
ensured only resonance for viewer will be one of affluent, traditional middle-class
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors