two way street: the designer and the viewer
how do you communicate ideas?
representation sits between what i want to say and how th eviewer interprets it
there is no single definition of representation though
using signs to stand for an idea or an object
what plays significant a role?
the mental concept
the users of the sign
"building a mental picture of reality"
representation is not universal, it depends on cultural background, life experience, etc
as a viewer,everytime you intereact with a design or concept you assimilate that information within your own life experience
example of orientalism
representation of the 'orient'
painting played a key role, which of course didn't represent the orient accurately
propaganda as a very dangerous method of representation, the manipulation of representation to achieve a particular goal
the analysis of diesel ads (very interesting)