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[3] Language/Code Workshop (Spring 2014)
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[3] Language/Code Workshop (Spring 2014)

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  • 1. WORKSHOP ONE Language/Code Workshop Analyzing Trends | Spring 2014 TIM STOCK SPRING 2014 1
  • 2. What we will be doing today Finalize project teams What did you source? Patterning Exercise Project Prep Exercise Start your project work TIM STOCK SPRING 2014 2
  • 3. Finalize project teams print on index card and return to me TIM STOCK SPRING 2014 3
  • 4. What did you source? TIM STOCK SPRING 2014 4
  • 5. Patterning Exercise TIM STOCK SPRING 2014 5
  • 6. INNOVATION stories signals BRAND ARCHITECTURE from signal to story... synchronizing brands for purpose and sustainability TIM STOCK SPRING 2014 6
  • 7. PERCEPTION stories signals BEHAVIOR from signal to story... synchronizing brands for purpose and sustainability TIM STOCK SPRING 2014 7
  • 8. signals maps patterns stories signals evolve as patterns TIM STOCK SPRING 2014 8
  • 9. insight knowledge signals stories information data patterns are critical in transforming data TIM STOCK SPRING 2014 9
  • 10. insight knowledge signals stories information data patterns are critical in transforming data TIM STOCK SPRING 2014 9
  • 11. culture propels motives signals patterns maps stories we are less rational than we think “...we may think of ourselves as thinking creatures that feel, biologically we are feeling creatures that think” [Jill Bolte Taylor] TIM STOCK SPRING 2014 10
  • 12. where is that? we create cognitive maps what goes through your head when someone asks you directions? TIM STOCK SPRING 2014 11
  • 13. patterns how we remember stuff cognitive maps are built on emotional narrative (we find our way back) TIM STOCK SPRING 2014 12
  • 14. T ONIS AG ROT P patterns brand A T ONIS G ANTA brand B emotional camps emerge as patterns brands become signifiers for the codes of the groups we affiliate with. TIM STOCK SPRING 2014 13
  • 15. patterns T ONIS AG ROT P small networks brand A T ONIS G ANTA brand B small networks emotional camps emerge as patterns brands become signifiers for the codes of the groups we affiliate with. TIM STOCK SPRING 2014 13
  • 16. reasons to believe patterns mobile culture as cultural pattern the expression of use becomes the evolving brand meaning TIM STOCK SPRING 2014 14
  • 17. patterns framing the “notness” TIM STOCK SPRING 2014 15
  • 18. patterns NO framing the “notness” TIM STOCK SPRING 2014 16
  • 19. patterns NO NOT YES framing the “notness” TIM STOCK SPRING 2014 16
  • 20. patterns MORE framing the “notness” TIM STOCK SPRING 2014 17
  • 21. patterns MORE NOT LESS framing the “notness” TIM STOCK SPRING 2014 17
  • 22. patterns framing the “notness” TIM STOCK SPRING 2014 18
  • 23. NOT patterns framing the “notness” TIM STOCK SPRING 2014 18
  • 24. STRONG patterns what is the “not” of strong? TIM STOCK SPRING 2014 19
  • 25. STRONG NOT MILD patterns what is the “not” of strong? TIM STOCK SPRING 2014 19
  • 26. NOT patterns the “not” of Starbucks in 2009? TIM STOCK SPRING 2014 20
  • 27. language patterns language/ codes code TIM STOCK SPRING 2014 21
  • 28. language patterns language/ codes [complex] [simple] code TIM STOCK SPRING 2014 21
  • 29. language patterns language/ codes [complex] [ritual] [simple] code TIM STOCK [routine] SPRING 2014 21
  • 30. patterns the codes for coffee in America coffee as expression of national identity TIM STOCK SPRING 2014 22
  • 31. NOT patterns the “not” of Voss? TIM STOCK SPRING 2014 23
  • 32. language patterns language/ codes code TIM STOCK SPRING 2014 24
  • 33. language patterns language/ codes [complex] code TIM STOCK [simple] SPRING 2014 24
  • 34. language patterns language/ codes [complex] [badge] code TIM STOCK [simple] [utility] SPRING 2014 24
  • 35. patterns the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents TIM STOCK SPRING 2014 25
  • 36. NOT patterns what product is a “not” of Pepsi today? TIM STOCK SPRING 2014 26
  • 37. patterns the “not” of Pepsi plays out in the language of products TIM STOCK SPRING 2014 27
  • 38. language patterns language/ codes codes TIM STOCK SPRING 2014 28
  • 39. language patterns language/ codes code TIM STOCK SPRING 2014 29
  • 40. language patterns language/ codes [iconic] code TIM STOCK [playful] SPRING 2014 29
  • 41. language patterns language/ codes code TIM STOCK SPRING 2014 30
  • 42. language patterns language/ codes [memory] code TIM STOCK [knowledge] SPRING 2014 30
  • 43. language patterns language/ codes code TIM STOCK SPRING 2014 31
  • 44. language patterns language/ codes [process] code [recipe] TIM STOCK SPRING 2014 31
  • 45. language patterns language/ codes [opaque] code TIM STOCK [transparent] SPRING 2014 32
  • 46. NOT patterns the “not” of Body Shop? TIM STOCK SPRING 2014 33
  • 47. language patterns language/ codes code TIM STOCK SPRING 2014 34
  • 48. language patterns language/ codes [nature] TIM STOCK code [science] SPRING 2014 34
  • 49. language patterns language/ codes [nature] [friendly] TIM STOCK code [science] [prescriptive] SPRING 2014 34
  • 50. signals LANGUAGE CODES CULTURE stories from signal to story... synchronizing brands for purpose and sustainability TIM STOCK SPRING 2014 35
  • 51. codes stories signals drip bars trend narrative radiates through culture in affirmation of codes culture TIM STOCK [subculture] [culture networks] SPRING 2014 36
  • 52. signals Language/Code Workshop Let’s analyze some more packaging TIM STOCK SPRING 2014 37
  • 53. language? signals Language/Code Workshop code? what language can you find? what are the codes? TIM STOCK SPRING 2014 38
  • 54. language? signals Group Exercise code? what language can you find? what are the codes? TIM STOCK SPRING 2014 39
  • 55. signals language uncovering the trend codes within a product Group Exercise TIM STOCK SPRING 2014 40
  • 56. signals examine every part of the package Step One TIM STOCK SPRING 2014 41
  • 57. signals nouns adjectives ingredients graphic elements other language Step Two List all the words and symbols can you find in the product separately on the post-its TIM STOCK SPRING 2014 42
  • 58. nouns word/ phrase adjectives word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase CODES? word/ phrase signals word/ phrase ingredients Step Three word/ phrase word/ phrase word/ phrase word/ phrase graphic elements word/ phrase word/ phrase Organize your inventory of language on the wall Scan language for codes and narrative themes TIM STOCK SPRING 2014 43
  • 59. signals Step Three CODES? Can we find these codes beyond our product? What subcultures affirm these codes? TIM STOCK SPRING 2014 44
  • 60. signals language work through the same process with one of the products you sourced Project Framing TIM STOCK SPRING 2014 45
  • 61. signals 30” x 40” foam board single page pdf uploaded to Canvas single page printout brought to class Mood Board Critique TIM STOCK SPRING 2014 46
  • 62. grading rubric 20 SOURCING 20 UNPACKING THE LANGUAGE/SIGNIFIERS 20 How well sourced is your product? Is it interesting? Is the product current/timely related to emerging cultural phenomenon. How well have you taken inventory of the key signifiers of the product? Have you missed any important language? CONTEXTUAL RESEARCH How well have you researched the context of the language/signifiers you have uncovered? Have you brought insight to the meaning behind the language you have uncovered? 20 CODE/THEME IDENTIFICATION 20 CLARITY OF PRESENTATION What codes can you uncover from all the language you have found? How well have you grouped the language to reveal certain codes that indicate a particular perception of consumption? What is the behavioral trigger the product's language is conveying? How well have you communicated your research analysis. Is it clear and visual? Does the board remain relevant with or without a voiceover? TIM STOCK SPRING 2014 47
  • 63. what you need to do upload a single page pdf of your board to Canvas before class bring a single page printout of your board to class bring bring your board ready to present at 7pm TIM STOCK SPRING 2014 48