An Intended-Perceived Study Using Visual Semiotics

Authored by: Sandra Moriarty , Shay Sayre

Handbook of Visual Communication

Print publication date:  November  2004
Online publication date:  December  2004

Print ISBN: 9780805841787
eBook ISBN: 9781410611581
Adobe ISBN: 9781135636531


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As millions of viewers paused for half-time on Super Bowl Sunday, a 60-second drama unfolded on their television screens. Here’s how it played out:

Faceless masses, their complexions and uniforms a cool blue gray, march into a room to hear the words of Big Brother on the screen. While the image on the screen drones on, there is a burst of color and commotion. A young woman, clad in red jogging shorts and carrying a sledgehammer, races into the hall pursued by visored, helmeted storm troopers. As she throws her hammer into the screen, smashing it, a cold wind blows across the vacant-eyed masses. The commercial’s tagline: “On Jan. 24, Apple will introduce the Macintosh. And you’ll see why 1984 won’t be like 1984.”

(Kindel, 1984, p. 40)

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