Conceptual Representations

I think theories introduced in this chapter can be applied regardless of cultural differences, because they are focused on fundamental elements of reading habits, such as classificational process and analytical process. And the pictures produced under those orientations will probably look “boring” which means having little lifelike details.

In the case of classificational process, images often aim to reflect hierarchical relations through spatial or time ordering. It is mainly used among elements which share similar attributes, for instance, they are all folders (Fig 3.1), watches (Fig 3.2) or sources (Fig 3.3). And the whole image is about these specific elements and their relations. As a result, we are likely to see every watch.

Therefore it is not likely to be an effective picture from the scope of classificational process, if it carries too much information. For instance, in the case of watch advertisement, if it shows a man wearing a watch, suit, drinking coffee by window and looking at city scenery outside, readers are not likely to be attracted by the watch from the first sight.

On the other hand, “many analytical visuals have low modality,” because “too much details would distract from their analytical purpose.” (88) Abstract images convey messages with a kind of impersonal detached tone, which is quite similar with the tone of advanced textbooks. That’s why the pictures in high-school textbooks are so boring, white-and-black, simple lines, so that students won’t be distracted by the pretty pictures which may be more attractive than linear algebra.

When it comes commercial, people want it to be attractive and concentrated on the products. So commercials have various colors (usually) but emphasize on one or several items, such as lip and eyelashes.

For those who are familiar with modern commercials, it is rather easy to distinguish what products those two pictures are for. The lip looks outstanding compared to the skin, eyes, nose and hair. With the image of lipstick beside, it is not even possible to misunderstand this commercial.

For this one, there is only one thing left on the face--eyes with exaggerated super-curved eyelashes. Well, that must be a mascara commercial.


Now let's guess what this one is for:


The face is too colorful... Well, it is for everything...
(By clicking on the picture, you will see the answer on the right side.)