Cayce Pollard and the significance of logos and advertizing in pattern recognition - Essay Example

?Introduction Identifying images, logos and advertisements is significant because it is able to communicate with others. To communicate effectively, there is the need to use patterns, such as repetition, as well as aesthetics that define a specific message, such as through colors and shapes. In the book, “Pattern Recognition,” by William Gibson, there is a direct reference to aesthetics and how these link to logos and advertising. This is defined by the perspective of Cayce Pollard and her ability to recognize the meanings that are surrounding the various logos and ads. Identifying the advertising and logos and seeing how this relates to communicating different ideas is important not only in the identity of Cayce Pollard and in the ideologies behind trends. The logos become significant with the ability to show how the perspectives which Cayce holds also influence the basic functions and patterns in society and what is expected from various individuals. The Story of Cayce Pollard as a Cool Hunter The characteristics of Cayce are one which is able to point out and define logos, colors, trends and fashions from the aesthetic viewpoint. Cayce is important in the book because of these recognitions and the ability to take the regular images, logos and trends and allows them to stand out. This concept is one which can be defined as a cool hunter, meaning that the character has the capability of finding trends through images and knowing what works and what only becomes segmented into the pattern. The pattern is defined as an image that states the same message or level of communication through the color, shapes and other ideas that are represented. In Cayce’s understanding, there are very few logos that stand out, which is what causes them to become patterns. For instance, when looking at a variety of fragrances, Cayce is given the special slant of needing to find something that stands out while noticing that all follow repetition in the communication and message that is used. “Zaprudered into surreal dimensions of purest speculation, ghost narratives have emerged and taken on shadowy but determined lives of their own, but Cayce is familiar with them all, and steers clear” (Gibson, 24). This example shows how Cayce recognizes the patterns of logos, advertisements and the sameness that each brings, while trying to find something which stands out from the usual aesthetic repetition. The approach which Cayce takes begins with finding the denotational meaning, or symbolism. The symbolism is based on finding the colors of various objects, all which are used to describe and signify something about an individual, trend or logo. This is combined with the belief that each item which one has tries to say something or several things to create meaning. This is noted from the beginning when Cayce introduces her fashion as well as other comparisons and how this relates to patterns of how one thinks and acts. “Dorotea may have attempted to out – minimalize her this morning, Cayce decides. If so, it hasn’t worked. Dorotea’s black dress, for all is apparent simplicity, is still trying to say several things at once, probably in at least three languages” (Gibson, 10). The symbolism which is seen from the viewpoint of Cayce includes color for simplicity, making statements with styles and trends and using this to convey a specific message in different languages. The denotational meanings Cayce finds leads to her being a cool hunter, meaning that she can find something that stands out from regular patterns. She has the natural ability to see trends and ideas that continue to make specific statements about an individual or company. The second way in which Cayce creates meaning and becomes a cool hunter is by looking at the connotative meaning. This is done by looking the words, ideas or the significance behind different concepts or objects. Cayce believes that this is able to show more than the basic and superficial ideologies, but moves into deeper levels of the object. For instance, when accidentally meeting the men who are selling “calculators,” she finds all significance and meaning by understanding the words behind the sale. “Automatically seeing a trademark, she turns things over. And sees that it is made in Liechenstein” (Gibson, 28). The word that she finds leads into the understanding of the make of the grenade, why it is called a calculator, associations with the war in Germany and the history and current condition that is a part of the object. Finding the significance through trademarks, words and connotations is continuous in creating meaning out of various objects. Cayce as an Advertising Consultant The concepts which Cayce has as a cool hunter are followed by her natural ability to work as an advertising consultant. This is introduced in the beginning and follows through with several consulting jobs that Cayce follows through with in order to become a leader in recognizing images that stand out from the crowd. The characteristic that is apparent with this is based on emerging trends, how this spreads with marketing and what needs to be said with a logo, single image or patterns and repetitions in which every individual can understand. Cayce takes most of her observations from colors, all which have a sense of symbolism about a specific object or project. This is combined with statements relating to style, culture and trends that are within society. The belief which Cayce carries comes from one having to stand out from the other advertisements that are a part of the colors, beliefs, trends and other aspects of one image, which leads her to become one of the top advertising agents that are trying to build images with firms. “I find things, or styles, for other people, companies, to market. And I evaluate logos – trademark emblems” (231). This association then leads into the capacity that Cayce has to find how patterns communicate with logos and to show how the symbols of color and shape can be altered to break the patterns and the communication levels. The attributes which Cayce carries as an advertising consultant relate directly to the capacity to evaluate and analyze what is occurring in the surrounding areas of society and to be able to find images from this. The view of brands through the eyes of an expert requires the capability to see the perspective of logos and trademarks from the viewpoint of customers. It is further defined with having the capacity to create a relationship from the customer and to the company. The ability to do this as a consultant is what determines the success while ensuring that a logo, trademark or other part of a business is able to effectively communicate to those that are looking at the company (Chernatony, 2001). The capacity for Cayce to do this is one which then identifies trends in society, specifically because they form patterned responses, and shows how this needs to link to the company and creates the ability to understand how symbols, colors and the overall message needs to have specific elements to communicate a strong message that is different than others. Logos as an Allergen Even though Cayce has the ability to recognize patterns symbolically and with words, as well as understand how logos can create a difference in the communication of a company, she is also known for her repulsion to logos and to fashion trends. The main reason is based on the endless repetition that each carries as well as the inability to communicate the proper message. When a logo appears, Cayce notices the message, colors and the meaning behind it. The meaning which most would see creates a different level of communication for Cayce, which allows her to identify the communication of images and to note what is going wrong in the situation. For instance, when riding on an airplane, she finds the logos that she is looking at and begins to react. “But commercial aircraft have also been problematic for Cayce in another way, with their endless claustrophobic repetition of the carrier’s logo. BA has never been particularly difficult, but Virgin, with its multipronged product associations, is completely impossible” (Gibson, 120). The concept of the claustrophobic idea of a logo in an airplane, as well as the product associations describe the allergies which Cayce has. The representation and how the logo is used, as well as the symbolic meanings which create a message which is either meaningless or sends out the wrong image makes Cayce overly sensitive to the different logos. Cayce doesn’t just respond to this with the basic logos, but also with the trends and fashions that are in style. She is known to wear what is referred to as CPUs, also known as Cayce Pollard Units. These would either be black, white or gray and were meant to be minimalist, meaning they wouldn’t make a statement, speak in any way or follow trends (Gibson, 8). This particular association was based on Cayce’s allergies to logos and her sensitivity to the communication and messages which many sent out. By her observations, she grew with the desire to not make a statement because of others who were making several statements at the same time. This particular part of Cayce’s character reveals how she thinks about trends as well as how there is the ability to recognize symbolic meanings with logos and images that are surrounding an individual and which are based on the mannerisms and fashions which one is aware of. Advertising and Logos The concept of logos for Cayce, as well as in “Pattern Recognition” becomes significant because it unfolds the main mysteries in the book and unravels the other characters in the book. Cayce’s role with advertising and logos through Blue Ant become the first part to this, specifically because she is designated to move in as a consultant and to send a different message so a business can thrive. Her role is inclusive of going into companies, such as the athletic wear, that are beginning to fail. However, the difficulty with this in Cayce’s role comes with her abilities to see how the images and presentations relate to other aspects of the individual characters and which speak about other ideals that individuals hold. Her roll then becomes identified by an advertising consultant as well as the ability to unravel the mysteries that are surrounding specific images. This particular concept is one which Cayce has in Blue Ant and is one which is defined by the overall attributes of logos. Logos began as icons from ancient times, specifically to symbolize an action, meaning or something which communicated a deeper message. The shape, colors and the overall image was able to depict several ideas and values, such as seen in hieroglyphs and other ancient scriptures. The corporate world began to adopt the idea of icons in the early 1900s to present the same ideologies of positive images while communicating the ideals of what one was able to represent with a brand and trend. The effectiveness in advertising has been to build an icon, symbol and several statements that relate to building corporate trust. Most businesses now rely on the logos as an effective form of advertising, specifically because the image which one sees instantly directly attributes to the brand, trust and the relationships that are valued among others (Ham, 2002). The ability for Cayce to recognize the icons, meanings and the overall trends then becomes related to the ideologies of building corporate trust as well as personal values. The abilities which Cayce has relates directly to the ideal of what it means to have icons, images, shapes and colors that mean something and communicate a deeper message then expected. Significance of Logos in “Pattern Recognition” The significance of logos and images in “Pattern Recognition” is what depicts the main ideal in the book. Cayce is the character which is able to point out what the logos and symbols mean. However, there is an overall significance with recognizing colors, shapes, pictures and trademarks that are associated with something. This allows the mystery to unravel throughout the story and for deeper meanings to be presented with what the other character attributes are as well as what is occurring in the book. Without the logos, there wouldn’t be the ability to identify the characteristics of companies, individuals and those which Cayce continuously points out as trying to communicate a message to others, even if there is the belief that they are trying to be simplistic. The several meanings of logos and icons as a symbolic meaning, message and level of communication is then able to tie together the overall meaning and mystery that is within the book. Conclusion The concept of logos, images and icons in “Pattern Recognition” is one which remains significant in creating a story and mystery for the reader. An important character that is within this is Cayce, specifically which is given the role of looking at and analyzing what the various images mean. The capacity for Cayce to see what the communication is behind a specific object allows the reader to see patterns that are insignificant and say the same thing while noticing things which stand out from the trends. Cayce pointing out the things which stand out in a given situation are then able to unravel the deeper meanings that are within the book and which relate back to the significance and meaning of images. References Chernatony, L. (2001). “The Chasm Between Managers’ and Consumers’ Views of Brands: The Experts’ Perspectives.” Journal of Strategic Marketing 57 (1). Gibson, William. (2003). Pattern Recognition. New York: Penguin Putnam. Ham, P Van. (2002). “Branding Territory: Inside the Wonderful Worlds of PR and IR Theory.” Journal of International Studies 15 (2). Read More