Role of Color and Visual Grammar in Memes and Adverts

Mohammed A. Alhuthali

Abstract


In the context of visual images, the three main semiotic modes are the objects depicted, any text included, and the chosen color scheme. The process of analysing objects as part of visual grammar and text reflects well established concepts, but color has proved harder to create a clear analytic structure. This study looks at a series of posters, some developed as memes using quotes, some as conventional adverts to consider how the three modes interact and the role of color in the overall design.  This found that there were some systemic differences in the dominant semiotic mode following the overall goal of the image and that the role of color was often the least important individual mode.


Keywords


Visual Grammar; Advertisements; Memes; Color; Semiotic Interpretation

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References


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