This week, we continue the discussion on juxtaposition. The act of juxtaposing is to place two objects or word next to each other. When 2 things put side by side, your brain try to figure what is the relationship between these two?
What automatically happens is that there is transference of meaning. Usually from something familiar to something less familiar. (what is the relationship? Or the Meaning Or the similarities?)
CONFLICT between LEFT BRAIN and RIGHT BRAIN happens….
For example: We place the picture of a person next to the picture of a monkey. Automatically we will assume that they share similar characteristics. The transference of meaning will happen in our brains automatically. We will assume that the person is like a monkey or that the monkey is like the person.
Question: Juxtapositioning is used in many advertisements in order to get a point across. Can you think of any advertisements which use juxtapositioning?
Answer: Neu.de
This is an online ad from dating site. This advertisement never said a word about dating or singles, just the intention of an idea person. :)
Analogy (Making the Strange Familiar)
Analogies use something that has no apparent connection to the object to explain something about the object. The main use of analogies in daily conversation is to use something familiar to explain something complex. Example:
“Dolby Stereo is like a Sonic Washing Machine for sound.”
What this means is that Dolby acts like a washing machine but instead of washing clothes it washes sound. It cleans the sound this giving it better quality, making it sharper and clearer. (Example taken from: Roger von Oech’s A Whack on the Side of the Head.)
So, with these explanations, what other advertisements that you think uses juxtaposition?? :e
