Polisemantica
Just like a
tambour, in order to have a fabric, you need the threads of the warp to be
weaved with those of the plot, and likewise the creation of an advertising
video results in an emotional response, while infusing in the minds of the
addressees certain desires.
The purpose is the generation of unconscious
associations, which require deep perceptive and narrative structures.
Warpframe,
a semiomarketing technique used to optimize business video communication, is
made up of ten items that have to be taken into account before producing the
storyboard or writing the script, as follows:
Identity
- determines the
role that the issuer wants to play in the communication flux regarding the
addressee.
Relationship
- establishes the
kind of relationship between issuer and addressee in order to reach the
goal intended by the video.
Style
- puts the
communication in the proper style in order to convey the chosen identity
and relationships.
Signs
- indicate the
symbols, icons or indexes necessary to reach the goal.
Codes
- indicate what
mimetic, proxemic, kinetic or other elements are necessary to insert in
order to reach the video's goal.
Figures
- concern the
visual rhetoric figures that suit the story, in order to stimulate a
positive feedback.
Roots
- concern the
archetypical models that must be inserted in each story to make it more
effective, while appealing to a collective unconscious.
Roles
- are about
actantial models that must be used in order to structure the story in such
a manner as to be involving for the audience.
Balance
- represents the
semiotic square, the forces that give dynamism to the story through the construction
of balances between the different actants, that imply elements of
contradiction, contrariety and complementarity.
Sub-limen
- concerns down
deep messages, visual and textual, made of inferences, denotations and
connotations, preconceptions that influence deeply the perception of the
video by its target.
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