Araştırma Makalesi
BibTex RIS Kaynak Göster

“Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective

Yıl 2021, Sayı: 60, 157 - 183, 16.07.2021

Öz

Works designed with visual metaphors and metonymies (posters, photographs, paintings, etc.) are considered to be strong in creativity and effective in meaning construction. This study analyzes selected poster designs of one of the most famous graphic designers of the world, Yossi Lemel, on the coronavirus (Covid-19). The scope of the study is limited to visual metaphors and metonymies. Based on the similarities between concepts, metaphors and metonymies are the most important signs in visual semiotics analyses. Symbols, codes, myths, and visual oxymorons are other signs that should be studied; however, limiting the study to metaphors and metonymies that are grounded on similarities, it is aimed to discuss the topic in detail. The purpose of the study is to put forth how the concepts formed in our minds are visualized by using metaphors and metonymies and to reveal the aesthetics these signs bring into visual designs. Finding and using metaphors is an important creativity activity that makes the receiver read the meaning easily from a different point. These are important elements of semiotics that build up works with strong creativity. It is this creative language that makes Lemel’s social and political posters important.

Kaynakça

  • Adanır, O. (2017). İşitsel ve görsel anlam üretimi. İzmir, Turkey: Eylül Sanat Yayınları.
  • Apaydın, D. N. (2020). Corona Covid-19 Cin şişeden çıktı mı? Ankara, Turkey: Gece Kitaplığı.
  • Berger, J. (1995). Görme biçimleri (Y. Salman, Trans.). İstanbul, Turkey: Metis Yayınları.
  • Douwe Egberts Hornimans Herbal Tea [Advertisement]. Retrieved November 21, 2020, from https://www.adeevee.com/aimages/199907/02/douwe-egberts-hornimans-herbal-tea-pillow-print-265584-adeevee.jpg
  • Forceville, C. (1994). Pictorial methaphor in advertisements. Metaphor and Symbol, 9(1), 1-29. https://doi.org/10.1207/s15327868ms0901_1
  • Forceville, C. (2002). Further thoughts on delimiting pictorial metaphor. Theoria et Historia Scientiarum, 6(1), 213-227. Retrieved August 20, 2020, from https://apcz.umk.pl/czasopisma/index.php/THS/article/view/ths.2002.009/13451
  • Forceville, C. (2006). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In G. Kristiansen, M. Achard, R. Dirven, & F. R. M. Ibàñez (Eds.), Cognitive linguistics: Current applications and future perspectives (pp. 379-402). Berlin/New York: Mouton de Gruyter.
  • Forceville, C. (2008). Metaphor in pictures and multimodal representations. In R. W. Gibbs, Jr. (Ed.), The Cambridge Handbook of Metaphor and Thought (pp. 462-482). Cambridge, UK: Cambridge University Press.
  • Forceville, C. (2009). Metonymy in visual and audiovisual discourse. In E. Ventola & A. J. M. Guijarro (Eds.), The world told and the world shown: Issues in multisemiotics (pp. 56-74). Basingstoke/New York: Palgrave MacMillan.
  • Forceville, C. (2013). A Course in Pictorial and Multimodal Metaphor. Retrieved August 16, 2020, from https://www.researchgate.net/publication/228992597_A_course_in_pictorial_and_multimodal_metaphor
  • Forceville, C. (2016). Pictorial and Multimodal Metaphor. Retrieved August 18, 2020, from https://www.researchgate.net/publication/281711889_Pictorial_and_multimodal_metaphor_2016
  • Lakoff, G., & Johnson, M. (2005). Metaforlar - Hayat, anlam ve dil. (G.Y. Demir, Trans.). İstanbul, Turkey: Paradigma Yayıncılık.
  • Lemel, Y. (2020). Corona Case – A Journey to Pandemia [Virtual 3D Exhibition]. Retrieved November 21, 2020, from https://storage.net-fs.com/hosting/6602990/3/index.htm
  • Lemel, Y. [@yossilemel]. (2020, March 17). #stayhome#staythefuckhome#coronavirus#curfew#protect#homesweethome [Illustration]. Instagram. https://www.instagram.com/p/B91OZecnUNj/
  • Lemel, Y. [@yossilemel]. (2020, March 23). #coronavirus#covid_19#superheroes#superhero#heroes#doctors#nurses#sacrifice#savelives [Illustration]. Instagram. https://www.instagram.com/p/B-FO71BH_K2/
  • Lemel, Y. [@yossilemel]. (2020, March 31). #covid_19 #worldwar3memes #worldwarz #apocalypse #worldwarc #findacure #coronavirusmemes [Illustration]. Instagram. https://www.instagram.com/p/B-ZnxiQHZjW/
  • Lemel, Y. [@yossilemel]. (2020, April 2). Horseman of the Apocalypse#covid_19#plague#coronavirus#horsmenoftheapocalypse#donquixote#spain#spaincorona#illustrationartists [Illustration]. Instagram. https://www.instagram.com/p/B-fAFOZn3Fh/
  • Lemel, Y. [@yossilemel]. (2020, April 10). #covıd19#newyorkcity#plague#americanhorrorstory [Illustration]. Instagram. https://www.instagram.com/p/B-zZ7xLHUjw/
  • NIAID. (2020). Novel Coronavirus SARS-CoV-2 [Photograph]. Flickr. https://flickr.com/photos/niaid/49530315718
  • Nikiforuk, A. (2018). Mahşerin dördüncü atlısı (S. Erkanlı, Trans.). İstanbul, Turkey: İletişim Yayınları.
  • Real Italian Coffee [Advertisement]. Retrieved November 21, 2020, from http://cafereklam.blogspot.com/2011/11/reklam-dilinde-egretileme.html
  • Rifat, M. (2017). XX. Yüzyılda dilbilim ve göstergebilim kuramları-1 Tarihçe ve eleştirel düşünceler. İstanbul: Turkey, YKY Yayınları.
  • Seçmen, E. A. (2014). Sinemada süper-kahraman imgesi ve Indiana Jones filmleri örneği (Master’s Thesis). Retrieved from https://acikerisim.iku.edu.tr/handle/11413/910
  • Sontag, S. (2005). Metafor olarak hastalık AIDS ve metaforları (O. Akınhay, Trans.). İstanbul, Turkey: Agora Kitaplığı.
  • Sümer, G. (2009). Yossi Lemel. Retrieved July 15, 2020, from http://www.photoshopmagazin.com/dergi/2009/12/yossi_lemel.html
  • Taşdemir, M. (2020). Covid-19 Koronavirüs el kitabı. İstanbul, Turkey: MT Yayıncılık.

Sanatta Yaratıcı Düşüncenin Yansıması Olarak Kabul Edilen “Görsel Metafor” ve “Metonimi”: Grafik Tasarımcı Yossi Lemel’in Koronavirüs (Covid-19) İmgesini Kavramsallaştırdığı Tasarımlarının Charles Forceville’in Perspektifinden Analizi

Yıl 2021, Sayı: 60, 157 - 183, 16.07.2021

Öz

Görsel metaforlar ve metanomilerle tasarlanan işlerin (afiş, fotoğraf, resim vs.) yaratıcılığı güçlü ve anlam oluşturmada oldukça etkili araçlar olduğunu düşünülmektedir. Bu çalışmada dünyanın ünlü tasarımcılarından biri olan grafik sanatçısı Yossi Lemel’in 2020 yılında dünyayı etkisi altına alan koronavirüs (Covid-19) pandemisi sırasında yapmış olduğu koronavirüs (Covid-19) konulu afiş tasarımlarından seçilen örnekler incelenecektir. Çalışma görsel metaforlar ve metanomilerle sınırlandırılmıştır. Kavramlar arasındaki benzerlikleri kullanarak yapılan bu yaratıcı çalışmalar, görsel göstergebilim çözümlemelerinde aranması gereken en önemli göstergelerdir. Kuşkusuz semboller, kodlar, mitler, görsel oxymoronlar (zıtlıklar) metinde aranması gereken diğer göstergelerdir. Ancak çalışmamızı sadece benzerlikler üzerinden yaratılan metafor ve metanomilerle sınırlandırarak konuyu derinlemesine tartışmayı hedeflemekteyiz. Genellikle sözlü ve yazılı metinlerde açıklanan “metafor” kavramının görsel metinler üzerinden açıklanmasına ise “görsel metafor” denmektedir. Amacımız zihnimizde oluşan/oluşturulan kavramların görsel metaforlar ve metanomileri kullanarak nasıl görselleştirildiğini ve bu göstergelerin görsel tasarımlara kattığı estetik lezzeti gözler önüne sermektir. Metaforları bulup kullanmak, anlamı farklı bir noktadan ele alıp alıcının daha kolay okumasını sağlayan, önemli bir yaratıcılık etkinliğidir. Bunlar yan anlamı güçlü, dolayısıyla yaratıcılığı güçlü eserlerin ortaya çıkmasını sağlayan çok önemli göstergebilim elemanlarıdır. Keza Lemel’in sosyal ve siyasal içerikli afişlerini önemli yapan da kullandığı bu yaratıcı dildir.

Kaynakça

  • Adanır, O. (2017). İşitsel ve görsel anlam üretimi. İzmir, Turkey: Eylül Sanat Yayınları.
  • Apaydın, D. N. (2020). Corona Covid-19 Cin şişeden çıktı mı? Ankara, Turkey: Gece Kitaplığı.
  • Berger, J. (1995). Görme biçimleri (Y. Salman, Trans.). İstanbul, Turkey: Metis Yayınları.
  • Douwe Egberts Hornimans Herbal Tea [Advertisement]. Retrieved November 21, 2020, from https://www.adeevee.com/aimages/199907/02/douwe-egberts-hornimans-herbal-tea-pillow-print-265584-adeevee.jpg
  • Forceville, C. (1994). Pictorial methaphor in advertisements. Metaphor and Symbol, 9(1), 1-29. https://doi.org/10.1207/s15327868ms0901_1
  • Forceville, C. (2002). Further thoughts on delimiting pictorial metaphor. Theoria et Historia Scientiarum, 6(1), 213-227. Retrieved August 20, 2020, from https://apcz.umk.pl/czasopisma/index.php/THS/article/view/ths.2002.009/13451
  • Forceville, C. (2006). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In G. Kristiansen, M. Achard, R. Dirven, & F. R. M. Ibàñez (Eds.), Cognitive linguistics: Current applications and future perspectives (pp. 379-402). Berlin/New York: Mouton de Gruyter.
  • Forceville, C. (2008). Metaphor in pictures and multimodal representations. In R. W. Gibbs, Jr. (Ed.), The Cambridge Handbook of Metaphor and Thought (pp. 462-482). Cambridge, UK: Cambridge University Press.
  • Forceville, C. (2009). Metonymy in visual and audiovisual discourse. In E. Ventola & A. J. M. Guijarro (Eds.), The world told and the world shown: Issues in multisemiotics (pp. 56-74). Basingstoke/New York: Palgrave MacMillan.
  • Forceville, C. (2013). A Course in Pictorial and Multimodal Metaphor. Retrieved August 16, 2020, from https://www.researchgate.net/publication/228992597_A_course_in_pictorial_and_multimodal_metaphor
  • Forceville, C. (2016). Pictorial and Multimodal Metaphor. Retrieved August 18, 2020, from https://www.researchgate.net/publication/281711889_Pictorial_and_multimodal_metaphor_2016
  • Lakoff, G., & Johnson, M. (2005). Metaforlar - Hayat, anlam ve dil. (G.Y. Demir, Trans.). İstanbul, Turkey: Paradigma Yayıncılık.
  • Lemel, Y. (2020). Corona Case – A Journey to Pandemia [Virtual 3D Exhibition]. Retrieved November 21, 2020, from https://storage.net-fs.com/hosting/6602990/3/index.htm
  • Lemel, Y. [@yossilemel]. (2020, March 17). #stayhome#staythefuckhome#coronavirus#curfew#protect#homesweethome [Illustration]. Instagram. https://www.instagram.com/p/B91OZecnUNj/
  • Lemel, Y. [@yossilemel]. (2020, March 23). #coronavirus#covid_19#superheroes#superhero#heroes#doctors#nurses#sacrifice#savelives [Illustration]. Instagram. https://www.instagram.com/p/B-FO71BH_K2/
  • Lemel, Y. [@yossilemel]. (2020, March 31). #covid_19 #worldwar3memes #worldwarz #apocalypse #worldwarc #findacure #coronavirusmemes [Illustration]. Instagram. https://www.instagram.com/p/B-ZnxiQHZjW/
  • Lemel, Y. [@yossilemel]. (2020, April 2). Horseman of the Apocalypse#covid_19#plague#coronavirus#horsmenoftheapocalypse#donquixote#spain#spaincorona#illustrationartists [Illustration]. Instagram. https://www.instagram.com/p/B-fAFOZn3Fh/
  • Lemel, Y. [@yossilemel]. (2020, April 10). #covıd19#newyorkcity#plague#americanhorrorstory [Illustration]. Instagram. https://www.instagram.com/p/B-zZ7xLHUjw/
  • NIAID. (2020). Novel Coronavirus SARS-CoV-2 [Photograph]. Flickr. https://flickr.com/photos/niaid/49530315718
  • Nikiforuk, A. (2018). Mahşerin dördüncü atlısı (S. Erkanlı, Trans.). İstanbul, Turkey: İletişim Yayınları.
  • Real Italian Coffee [Advertisement]. Retrieved November 21, 2020, from http://cafereklam.blogspot.com/2011/11/reklam-dilinde-egretileme.html
  • Rifat, M. (2017). XX. Yüzyılda dilbilim ve göstergebilim kuramları-1 Tarihçe ve eleştirel düşünceler. İstanbul: Turkey, YKY Yayınları.
  • Seçmen, E. A. (2014). Sinemada süper-kahraman imgesi ve Indiana Jones filmleri örneği (Master’s Thesis). Retrieved from https://acikerisim.iku.edu.tr/handle/11413/910
  • Sontag, S. (2005). Metafor olarak hastalık AIDS ve metaforları (O. Akınhay, Trans.). İstanbul, Turkey: Agora Kitaplığı.
  • Sümer, G. (2009). Yossi Lemel. Retrieved July 15, 2020, from http://www.photoshopmagazin.com/dergi/2009/12/yossi_lemel.html
  • Taşdemir, M. (2020). Covid-19 Koronavirüs el kitabı. İstanbul, Turkey: MT Yayıncılık.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Şebnem Soygüder 0000-0002-9618-171X

Yayımlanma Tarihi 16 Temmuz 2021
Gönderilme Tarihi 2 Ekim 2020
Yayımlandığı Sayı Yıl 2021 Sayı: 60

Kaynak Göster

APA Soygüder, Ş. (2021). “Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective. Connectist: Istanbul University Journal of Communication Sciences(60), 157-183.
AMA Soygüder Ş. “Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective. Connectist: Istanbul University Journal of Communication Sciences. Temmuz 2021;(60):157-183.
Chicago Soygüder, Şebnem. ““Visual Metaphor” and ‘Metonymy’ As the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective”. Connectist: Istanbul University Journal of Communication Sciences, sy. 60 (Temmuz 2021): 157-83.
EndNote Soygüder Ş (01 Temmuz 2021) “Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective. Connectist: Istanbul University Journal of Communication Sciences 60 157–183.
IEEE Ş. Soygüder, ““Visual Metaphor” and ‘Metonymy’ as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective”, Connectist: Istanbul University Journal of Communication Sciences, sy. 60, ss. 157–183, Temmuz 2021.
ISNAD Soygüder, Şebnem. ““Visual Metaphor” and ‘Metonymy’ As the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective”. Connectist: Istanbul University Journal of Communication Sciences 60 (Temmuz 2021), 157-183.
JAMA Soygüder Ş. “Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective. Connectist: Istanbul University Journal of Communication Sciences. 2021;:157–183.
MLA Soygüder, Şebnem. ““Visual Metaphor” and ‘Metonymy’ As the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective”. Connectist: Istanbul University Journal of Communication Sciences, sy. 60, 2021, ss. 157-83.
Vancouver Soygüder Ş. “Visual Metaphor” and “Metonymy” as the Reflection of Creative Thought in Art: An Analysis on Graphic Designer Yossi Lemel’s Poster Designs on the Coronavirus (Covid-19) from Charles Forceville’s Perspective. Connectist: Istanbul University Journal of Communication Sciences. 2021(60):157-83.