Creative Tools Metaphors British Higher School of Art

Creative Tools. Metaphors. British Higher School of Art and Design Creative Processes 2008/09

К О М М У Н И К А Ц И Я British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko Окружающая среда Форма сообщения Содержание сообщения

К О М М У Н И К А Ц И Я British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko ТЕХНИЧЕСКАЯ ПРОБЛЕМА: Насколько точно можно передать смысл сообщения? СЕМАНТИЧЕСКАЯ ПРОБЛЕМА: С какой степенью соответствия символы (графика, шрифт, фразы, понятия…) передают смысл сообщения? ПРОБЛЕМА ЭФФЕКТИВНОСТИ: Оказало ли переданное сообщение запланированный эффект?

British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko С Т Р А Т Е Г И Я 24 марта 2006 пятница Что, каким способом, кому и когда вы будете сообщать на языке дизайна?

С Т Р А Т Е Г И Я Проблема НАСЫЩЕНИЯ Проблема ДОСТУПНОСТИ Проблема ДОВЕРИЯ

British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko Metaphors A metaphor is generally considered to be more forceful and active than an analogy (metaphor asserts two topics are the same whereas analogy may acknowledge differences. Other rhetorical devices involving comparison, such as metonymy, synecdoche, simile, allegory and parable, share much in common with metaphor but are usually distinguished by the manner in which the comparison between subjects is delivered. http: //en. wikipedia. org/wiki/Metaphor

British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko Metaphors A dead metaphor is one in which the sense of a transferred image is not present. Example: "to grasp a concept" or "to gather what you've understood" Both of these phrases use a physical action as a metaphor for understanding (itself a metaphor), but in none of these cases do most speakers of English actually visualize the physical action. Dead metaphors, by definition, normally go unnoticed. Dead metaphor is usually based on some of the oldest primary metaphors – for example, ‘to grasp a bull by the horns’. http: //en. wikipedia. org/wiki/Metaphor

British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko Metaphors Look at the ‘Motorola Pebl’ project – its design is totally based on the metaphor of a simple pebble: we say ‘smooth as a pebble’.

British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko Metaphor: ‘aggressive AGRESSIVE as a shark’ SHARK CAR concept

British Higher School of Art and Design Creative Processes 2008/09 By Maria Stashenko Metaphors Supporting a metaphor a side winker was shaped as a shark’s eye. A metaphor ‘aggressive as a shark’ became basic for the styling or the Range Rover. Fan grille is placed as the reminder of the shark gills.