Today we had a wonderful session with Matthew in the morning, where he talked about  semiotics, advertisements, and etymology. We looked at several words and their “mirrored” meanings like enchanted/disenchanted and empathy/anempathy.

Here are some vital points I wrote down about this core session:

  • Advertising’s role is to create difference between something that is not different at all (same purpose)
  • Advertising is an ideology
  • Our image-reportoire is built by capitalism (our notion of everything around us is build by the society that we live in).

Later on the day we had an adobe after effects session with Michelle, where we worked with the combination of imagery, sound and text, as earlier explained by Matthew, these three aspects are always connected no matter what.

Screen Shot 2016-02-18 at 12.38.55 PM

Screen Shot 2016-02-18 at 12.52.53 PM


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