Explanation and Examples of Metonymic, Analogical, Displaced and Condensed Codes for Visual Communications

1. semiotic
codes

2. Asa Berger identified 4 Types of Codes:
Metonymic Code
Analogical Code
Displaced Code
Condensed Code

3. A Metonymic Code is a collection of signs that
causes the viewer to make associations or
assumptions.
Most advertisements use Metonymic Code

4. 4
Metonymic Code
A collection of signs that cause
the viewer to make association
or assumptions.
An advertisement showing a
happy family living a wonderful
life of course because of Coca
Cola.
Happy mother painting, perfect
kids + Coca Cola = Happiness
Advertising Images are Often Metonymic Codes
Semiotic Codes: Metonymic

5. Metonymic Code:
Muskoka beer pictured prominently in a golden
glass with their logo and tag line “A Taste of
Cottage Country” The headline on the ad says
“Taste Paradise” In the background we see a
beautiful cottage country scene. All these things
combine to create a metonymic code. The
message is that if you drink Muskoka Beer you
will feel all that you feel when you are away
from it all in a beautiful paradise.

6. Metonymic Code:
Energizer Bunny ads show us a mechanical bunny that keeps on going and going.
His batteries are Energizer Batteries. We associate the batteries with the bunny,
with the words written and said in the commercials. When we go to buy
batteries, we have these images and associations that replay in our minds.

7. 7
Metonymic Code
A collection of signs that
cause the viewer to make
association or assumptions.
This ad assumes we make
the connection between
the bodywash and
happiness.
“Your husband will love our
bodywash”
Product use = Marital Bliss
Semiotics: Metonymic Codes

8. 8
Metonymic Code
A collection of signs that cause the
viewer to make association or
assumptions.
This ad assumes we make the
connection between Marlboro and
manliness.
This perfume ad make us
understand that their perfume
gets you married
Semiotics: Metonymic Codes

10. 10
Analogical Code: Mental
Comparisons
A group of signs that cause the
viewer to make mental
comparisons.
Yellow writing paper might remind
the writer of the yellow peel of a
lemon because of the similar
colour.
Here we have a mop, but it looks
like a mean mop.
Audi Faces
Semiotics: Analogical Codes

11. 11
Analogical Codes

12. Sliced Tomato
Greenery = Brain

13. Analogical Code:
Ad for Crossword Book Store, Audio Books
Book looks like lips

14. Displaced codes
are “Stand-In
Images.”
Codes that
transfer meaning
from one set of
signs to another.
Displaced Codes

15. 15
Displaced Code
Stand-In Images
Codes that transfer meaning from
one set of signs to another.
Examples: The CN Tower as a phallic
symbol. Rogers Centre as female
symbol.
Liquor, lipstick, and cigarette ads
frequently use phallic symbols to link
their products to sexual conquest
Semiotics: Displaced Codes

16. 16
Semiotics: Displaced Codes

17. 17
Semiotics: Displaced Codes

18. 18
Semiotics: Displaced Codes

19. 19
Displaced Code: A Different Kind of Air Bag
Semiotics: Displaced Codes

20. 20
Displaced Code:
Pollution question
Semiotics: Displaced Codes

21. 21
Condensed Code
New, Composite Meaning
Several signs that combine to form a
new, composite sign.
The quick editing techniques of music
videos mix together many different
types of colors, graphics and imagery.
Within the culture the message is
intended for, the condensed code has
relevant meaning,
Those outside the culture might not get
it-images confusing, without purpose
Semiotics: Condensed Codes

22. 22
Condensed Code
New, Composite Meaning
Several signs combine to form a
new, composite sign.
Within the culture the message
is intended for, the condensed
code has relevant meaning,
Those outside the culture might
not get it-images confusing,
without purpose.
Here we have religion, nun,
immaculately conceived gelato.
The suggestion is that there is
some kind of religious
experience in eating the
product. If you are not religious,
you may not know the
connections.

23. Condensed Code
Devo is a rock band that formed in
1973.
From wikipedia, they “mingle kitsch
science fiction themes, deadpan
surrealist humor and mordantly
satirical social commentary. Their
often discordant pop songs feature
unusual synthetic instrumentation
and time signatures that have
proven influential on subsequent
popular music, particularly new
wave, industrial, and alternative
rock artists. “