| Abstract [eng] |
Identification is a process of expressing oneself to other members of society. Expressing oneself involves explicit actions such as telling others about particular attitude, physical or mental features that are inherent to a certain group where one belongs. The most convenient form of expressing oneself is through communication. In this paper identification is discussed in the light of visual communication used by political parties in their campaigns. Visual communication is somewhat underestimated as a mean for quick and culture-fair identification since most of the works in this sphere involves verbal communication. Logotype is universal form of visual identification. It contains symbols and colours that are the most basic means of communication and can be identified even more easily than verbal information. The main object of this paper is to examine identification of political parties through their logotypes and define the notion of identification by setting proper measurement test. This is done by setting a certain tasks: define the notion and structure of logotype as a mean for identification; analyze the process of logotype recognition; define the notion of symbolic logotype meaning; examine the process of logotype meaning formation; mark the tests of successful identification; analyze logotypes of political parties in Lithuania for successful identification tests. Goals of this paper are accomplished by analyzing the theoretical material for visual communication in political campaigns, the formation of symbolic meaning and applying results to logotypes of Lithuanian political parties. Analysis of theoretical material is fulfilled in order to find out what are the main aspects of identification process. These aspects are logotype recognition, otherwise referred to as brand recognition, and logotype symbolic meaning. Each of these aspects is discussed as processes in the light of theoretical models. Then tests are set for each identification aspect and research carried on. Research method – interview of 40 Vilnius University students. Each student was exposed to 10 political parties’ logotypes and 10 other organizations’ logotypes then asked to identify those belonging to Lithuanian political parties and specify their associations. According to the results of research the two tests for successful identification are strongly interrelated. Logotype recognition is based on binding logotype with certain politic party. However, recognition defines only logotype binding with political party name but does not explain how potential electors view that political party, what kind of values it is seen to possess. This is reflected by logotype associations that should reflect identity of political party, its main values and even names of the leaders. Furthermore, the research shoved that the bigger logotype recognition is, the more accurate logotype meaning is. This relation can work both ways. Logotype meaning is formed in regard to the visual symbol of logotype. Thus the more adequate to the main idea of political party symbol is the more accurate meanings and perception of that party is formed. |
