The Semiotic Square of Linearity

Abstract

In order to carry out the analysis of consumer preferences for certain linear aspects of brand manifestations, an analytical screen must first be developed with a minimum number of basic linear plastic elements. These basic units must have the following charsacteristics:

• Be primary linear units, that is to say have a maximum level of simplicity.

• Be easy to use and to recognize without any ambiguity. A basic linear element must not be confused with any other one.

• Be able to generate all possible linear forms.

• Must allow the extraction of the meanings of the manifestations analysed.

The semiotic square is a model whereby semioticians can represent the minimum conditions for the production of meaning… [I]t meets the triple scientific prerequisite of non-contradiction, exhaustiveness and simplicity.

Floch (1983)