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TIM STOCK SUMMER 20151
week 2
Parsons School of Design Summer Intensive Seminar
analyzing product language
TIM STOCK SUMMER 20152
authenticity is a cognitive map
the answer is relative to your perception of culture
TIM STOCK SUMMER 2015
The most exciting phrase to hear in science, the one that heralds new discoveries, is not “Eureka” but “That’s funny…”
-isaac asimov
3
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Google Ngram as a cultural analytics toolgoogle Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts
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that’s funnyx that’s funny
x
language reflects that cognitive imprint
code
code
LANGUAGE
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authenticity is a pattern of “notness”
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NOYES
authenticity is a pattern of “notness”
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authenticity is a pattern of “notness”
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authenticity is a pattern of “notness”
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“notness” as brand differentiationthe rules of differentiation are not the same as they used to be
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language
codepatriotism identity
pepsi was a generational “notness”
GI generation Baby Boomers
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language
code [functional][refreshment]
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language
code [specific][generalized]
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past present future
recipe
framing the evolving codes of the product
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NOT
the “not” of Voss?
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language
code[badge] [utility]
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past present future
utility
framing the evolving codes of the product
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NOT
the “not” of Body Shop?
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[potency][harmless] code
language
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past present future
potency
framing the dynamics of the product
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past present future
potency
framing the connotation of the product
drip bars
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past present future
potency
detox rituals
framing the connotation of the product
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reading the cultural language in packaging
code
code
LANGUAGE
found
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can you read/analyze the language in this package?
code
code
LANGUAGE
farmstand
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what is the cultural connotation?
code
code
LANGUAGE
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code
code
LANGUAGE
can you read/analyze the language in this package?
pressed juicewild flowerold fashioned
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what is the cultural connotation?
code
code
LANGUAGE
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can you read/analyze the language in this package?
therapeutic strength
batch brewed
health tonic
code
code
LANGUAGE
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what story does each of these products tell?
code
code
LANGUAGE
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examine the package on your table
step one
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examine the package on your table
step one
step twolist out 5 of the most unique words in your package
today
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run some ngram searches and print 2 of the best
homework
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tomorrow afternoon
what is the cultural story in your product?
share your product’s story
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tomorrow Meet at museum of art & design
by 10am at the entrance