Language is being replaced by icons - Essay Example

Language is being replaced by icons Today we live in a busy informational world. All the technological advances are aimed at doing tasks faster, thus, revealing more time for other tasks or entertainment. Language is sometimes too slow means of communication, because there are other ones which are much faster. One symbol or sing may explain or present a whole story. Advertising companies use different symbols or icons to present a product or service in quite a short period of time saving millions of dollars.

Usually such symbols are well-known to the general public or certain group of people. The thesis of this paper is as following: Universalized symbols and icons are much more powerful means of communication than any existing language of the world, because the power of their message that can be easily deciphered leading in the direction decoder wants. Consciously or subconsciously people read the sign and receive the message. Read Mercer Schuchardt, the author of the online article “Swoosh!”, discusses the theme of icon-driven marketing.

The author acknowledges that the very idea of symbols, acronyms, icons is not a new one. The early followers of Christ created symbols which were known only to Christians. One of the recognized icons of the modern sportswear is the Nike Swoosh. The symbol itself is very simple. Nonetheless, it is very famous and known even to children. Moreover, simple design of Swoosh has become famous and improved selling shoes contributing to company’s general success. Image of Swoosh became so popular that the goods went out without the word Nike.

Today the image is well-known worldwide. The author makes such conclusion regarding importance of textless image in today’s business world: “the truly successful icon must be able to stand by itself, evoking all the manufactured associations that form a corporation’s public identity” (Schuchardt). Simple design and size of Swoosh image is very convenient because it can be reproduced on any surface and a product of any size. Interpretation as well as the message the Swoosh icon renders is much broader.

Sound of the word Swoosh can be interpreted in several ways is sporting sphere. Usually it is a sound of victory no matter what kind of sport it is. The easy Nike’s image which has become so famous can be easily perceived and recognized by “the postliterate global village” (Schuchardt). Even though it might sound strange, a language can be a problem especially for those who do not know it. Thus, message decoded in one symbol or icon has become a solution to many problems of multicultural society such as Americans.

There are many different advertising icons and signs which are popular today such as Pepsi, Mercedes, Shell, Levi’s, McDonalds, Marlborough, Coca Cola, and many others. People do not have to read or listen to a long dialogue or monologue to get the main message of the ad. Having analyzed most popular icons in advertising it is possible to understand what kind of goods or services general public is looking for. Icons have become very popular especially in American culture. Popular images or icons are representation of common knowledge shared by one or many communities.

Thus, business world does not need many words to express the main message to the customer. Wordy stories can be saved for literature and arts spheres. Thus, the author of the abovementioned article clearly sums up stating “a hyperlinked global economy requires a single global communications medium”. Obviously teaching a sign which can explain a whole story is much easier than teaching a second language. However, the rhetorical question is whether we really need replacement of a language by icons.

Contemplating on the issue one can go further to asking whether several cultures and ethnicities can be replaced by universal system of symbols and icons. In a highly competitive business world the end justifies the means. No businessman would ask himself ethical or philosophical questions when his financial question is at stake. Understanding a symbol does not mean knowing whether its message is true or false. Before blindly accepting and following the instruction of the decoded message, one has to stop to think whether it is really what he wants and needs.

Works Cited Schuchardt, Read Mercer. “Swoosh!” UTNE Reader. September/October 1998. Web. 5 March 2011.