Visual metaphor and metonymy in design: A semiotic analysis of Yossi Lemel posters

Semiotics, also known as semiotics, is a branch of science that examines, interprets, and classifies signs. Semiotics explores the meaning and communication processes of signs, including symbols, language, visuals, sounds, and other elements that contribute to meaning. It investigates how signs are interpreted and how they function in communication. Within the subheadings of semiotics, it provides information on the types of signs and how they are used through the process of signification. Signification involves two levels of interpretation: literal meaning and connotations. Literal meaning refers to the basic and commonly accepted meaning of a word or expression, such as the dictionary definition. Connotations, on the other hand, refer to additional meanings or associations that go beyond the literal meaning. Connotations may arise depending on the context, cultural or historical references, language games, or imagery. Connotations often involve metaphorical and symbolic expressions. Semiotics also questions how these concepts acquire meaning and change in social, cultural, and historical contexts. As a result, semiotics is shown to be associated with disciplines such as linguistics, communication, cultural studies, media research, and visual communication. Semiotic concepts such as visual metaphor and metonymy play significant roles in visual communication. Visual metaphor refers to the association of one object or concept with another object or concept. Metonymy, on the other hand, is a rhetorical figure that associates one object or concept with another object or concept. This thesis provides a detailed explanation of semiotics, highlighting the importance of visual metaphor and metonymy in visual communication. It aims to reveal the semiotic meaning and impact of visual metaphor and metonymy. The thesis then proceeds to analyze the works of Israeli Graphic Designer Yossi Lemel from a semiotic perspective. Examples of visual metaphor in Lemel's posters are analyzed using a table of visual and linguistic signs. The posters are examined in three sections: descriptive, methodological, and theoretical, and textual readings are conducted both in terms of form and content. The analysis reveals Lemel's sharp and humorous approach to social and political events in his designs.