Document Type : Original Article
Authors
1 Graduate , MA of Art studies, Semnan university. Semnan. Iran.
2 Art Studies. Department, Art Faculty, Semnan University, Semnan, Iran
Abstract
Examining the national emblems of Iran, with an emphasis on visual metaphors, revealed several aspects of them. Identifying the types of metaphors and their mode of presentation is an effective factor in detecting the level of tension between their origin and destination and a way to identify the level of communication in them.Examining the practical and communicative dimension of metaphors and their effects on the audience can be used as the main indicator of logo design.Through this study, it is possible to consider the greatest impact on the audience through metaphor-making and illustrate the level of communication with them. The study of synthesis and proximity metaphors in two emblems revealed that the sign of lion and sun needs less explanation and elaboration in order to understand due to their destination in the world and benefits from less complexity than more composite visual metaphors. Therefore, it is easier to understand the concepts in this sign, and it is easier to communicate with them. Analyzing the concepts reveals the themes and national meanings that can be extracted from the sign of the lion and the sun, which include: the importance of Shiism and the place of imam Ali (peace be upon him) in the beliefs of the Iranian people, the power and sanctity of the king, courage and protection of the country, unity and victory. Blessings, fertility, peace, etc.The emblem of the Islamic Republic is more intense compared to the lion and the sun, and for this reason it will be more difficult to understand and the relationship with it is more complicated, but it needs less explanation and elaboration due to the mode of display of . Metonymy. In the national emblem of the Islamic Republic, the following topics, meanings and dimensions can be understood: the importance of Islam, religion and monotheism in the country, guarding and defending the country, the important position of the Qur'an and the Prophet of Islam as the bringer of the book, the desire to learn Islam in the world, etc.Finally, the study of signs in these two periods indicates the simultaneous use of two types of metaphor and metonymy through principle of constitution and syntagmatic one . The use of metaphors helps to convey the required concepts and purposes to the audience through images and to make communication possible through them. Comparing the two emblems of the Qajar and the Islamic Republic from a metaphorical perspective, shows the difference in their attitudes in choosing the type of governance. The Qajar rule, a government with the rule of the kingdom and the Islamic Republic,has placed God's rule in the center of its circular emblem. One is interested in the domination of the monarchy, and the other is the desire for the universalization of Islamic rule throughout the world. The communication of one is faster and more immediate due to relying on more familiar elements, and the second requires more explanation and elaboration from the angle of combined metaphors.It communicates later and is still more effective.
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