The text talk about the semiotic language and the way in our linguistic and
nonlinguistic material is defined by our audience in Trademarks. Also it is
summarised some of the key technical terms used in semiotic like communication,
signs and codes.
Jakobson mentioned Six Factors of
Communication and any communication will include a number of his six functions
of language. These functions of language
are consists of Referential function, Emotive function, Conative function,
Poetic function, Phatic function & Metalingual function.
I think all of these functions communication are used in Graphic Design
like Poetic function which most of designers claim that in their trademarks
possess great aesthetic value and this need to do with Poetic function. I found
a text from a book (Graphic Design as communication) by Malcolm Banard and in
this book he talks about semiotics and he mentions Clive Ashwin who points
these functions in Graphic design like he adds Metalinguistic & Phatic
functions to the account of Graphic Design. For example in Metalinguistic
functions he said it is like a key on a map which explains what shapes, lines
or colors used in the map mean. Therefore the metalinguistic function is
connected to codes.
