Principle-- Hierarchical Scaling
Discussing FORM: What is the specific communicative strategy? Where is it found?
The specific communicative strategy found is hierarchical scaling. Hierarchical scaling is when size is used to indicate the importance of an object or person being represented. Which means that the biggest object or person has significant importance than the others. It is found on the magazine cover below. For instance, the model in the very center of the cover is bigger than the other four models with her. Which means that she’s is perceived as more important than the others. The model on the top left is the second biggest so she’s important but not as important as the model in the center.
Discussing CONTENT: What does it communicate?
Hierarchical setting often communicates aristocracy and shows structure. In the photo below, you can obviously see that the model in the center is the queen or overall ruler. Simply because she is scaled bigger than everyone. The rulings are lower as the size gets smaller for each model. You automatically know who has the highest rank and who has the utmost respect. It is fascinating how size can determine who has more power, because if they were all normal sized you would all think they have equal power ranks. You get this sense of power and stability, which makes the image compelling and dramatic.
Image Source: http://www.magcloud.com/user/avantgardemagazine
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