Inter-semiotic Approach of Texts and Images in Food Sealer Zipper Bags

A Nordic company for kitchen utensils calls their customers for Food Sealer Zipper Bags. The beauty of everyday life… Beauty and functionality hand in hand. You look for professional results in combination with ease of use. Safety and simplicity, delicacy and durability… It is about taking pleasure from the good moments, fulfilling your dreams and ambitions. Your future. Creativity generates new energy. An inspirational environment helps you perform. You look for the best. You look for quality in your everyday life. This is when design really matters. Scandinavian design is a design movement characterized by simplicity, minimalism and functionality which appeared in the early 20th century and flourished in the 1950s in the Nordic countries. However, for customers who first meet Scandinavian design need to understand its basic philosophy. Otherwise, the texts and images of the product can signify various meanings. In order to limit excessive meanings and to satisfy global customers, semiotics is a solution, as it examines how the meaning is communicated through signs-symbols to open a way of seeing the product. And viewing and interpreting by a complex set of cultural messages, conventions, and personal ability in perception and emotion help the customers to enable the hidden meanings. In semiotics, a text-image relationship defines how texts and images can be combined, creating new interpretations and meanings. A functional semiotic theory of the ways which texts and images interact provides the multimodal forms with affirmation or negation by the customer. A question arises on the affirmative texts and sterilized images of Food Sealer Zipper Bags. Do the images restate the meanings present in the texts? Do they deepen the consumers’ understanding of the texts? Or do they deviate from the meanings present in the texts, leaving the consumers in perplexity? What is a proper relation between texts and images for better sales? Saussure (1985) divides linguistic signs into two elements - the signifier and the signified, which is a concept or meanings by the signifier. The problem of meaning arises in a fact that the relation between the signifier and the signified is arbitrary and conventional. My paper discusses inter-semiotic interpretations in Food Sealer Zipper Bags, whether the notion of Scandinavia Design is fully delivered to new customers.
País: 
Finlandia
Temas y ejes de trabajo: 
Semiótica y diseño
Semióticas indiciales (materialidades, cuerpos, objetos)
Institución: 
Independent Scholar/ICOMOS-ICICH
Mail: 
leeheesoook@hotmail.com

Estado del abstract

Estado del abstract: 
Accepted
Desarrollado por gcoop.