B.A.

(Hons) Design for Multimedia

Module: Investigat ion & Pra ctice 1

Mo dule C od e: MM202-860-05 (20 credits)
Lect ure r: Itamar Medeiros

Intera ctive Narratives & Metaphors

Proje ct Brief 2: (Brainstorming & Research)

Introdu ction : Metaphor is a figure of speech in which a word or phrase that ordinarily
designates one thing is used to designate another, thus making an
implicit comparison, as in “a sea of troubles” or “All the world's a
stage” (Shakespeare). Metaphors are common at all levels of language,
serving as communicating a central concept and controlling image.

Metaphors can be a very useful communication tools to build up a

design concept, since it can carry meaning – if it is appropriate to the
audience we are communicating with – in very powerful way.

In this assignment, students will explore the concept of metaphors to

developing narrative or alternative structures for communication;

Learning Ou tcom es : B4. Identify and evaluate emerging design trends through visual
research.

B5. Synthesise research findings into multimedia outcomes within the

context of contemporary design practice.

Brief : Students must brainstorm and research – at least – 3 (three) areas of

the human experience (love, work, family, etc…) and come with – at
least – 1(one) concept for each area. Those concepts should make a
comment, through the use of metaphors, on the human experiences,
trying to go from particular to universal.

In this assignment, students will research and identify the use of

metaphors for design and communication. Students are encouraged to
investigate on varied areas such as Literature, Film, Advertising, Music,
Fine Arts, and so on.

The concepts elaborated for this project should demonstrate an

innovative approach and evidence of a progression of thought,
conceptual and aesthetic development related to:

1. W EBSITE/G AM E: create interactive narratives that, by developing

appropriate information design & architecture, you can successfully
realize the metaphor proposed.

2. VID EO PR ODU CTI O N: in the duration of 3 (three) minutes, you

should explore the metaphor proposed by choosing the appropriate
genre, story, development of characters, etc.
 3. FL ASH A NI MAT IO N: in the duration of 3 (three) minutes – you
should explore the metaphor proposed by choosing the appropriate
story, development of characters, and visual style, etc.

Work R equi r ed : Students must submit:

-1 sketchbook;
-1 DVD (properly labelled);
-1 DVD case (properly labelled);
-1 Multimedia Rationale of the proposed metaphor;

Dea dline(s) : Week 7: Research/Analysis

Week 8: Brainstorming & Idea Generation
Week 9: Class presentation
Week 10: Submission

Proj ec t This is an independent project; it is recommended that the students

Time Managem ent: contact the lecturer continuously during the duration of the project: 5
weeks
45 hour s of ind epen d en t work

Ass ess men t Stra teg y: • Documentation of brainstorming and ideas generation: 40%

• Research files: 50%

• Final Multi-Media Outcome, which reflects a high standard of

finish and functionality: 10%

Proj ec t W eigh ting This project is worth 2 0% of the total of the

within th e Mo dul e: Investigation & Practice 1 module mark.

Reco mm en ded • Casnig, J., 2007, “Metaphors of Space, Time, Energy and Matter”,
Reading : http://knowgramming.com/metaphors/metaphor_
chapters/metaphors_of_space_time_energy_matter.htm,
retrieved August 20, 2007

• Sijll, J., 2007, “Cinematic Storytelling: Dynamic Metaphors”,

http://www.writersstore.com/article.php?articles_id=707,
retrieved August 20, 2007

• Calmers, P., 2007, “Web Usability Course: Visual metaphors for

navigation” http://www.benefit-from-
it.com/index.php?fa=wdu101navLinks.visualMetaphors, retrieved
August 20, 2007

• Zeal, J., 2007, “Design by Metaphor”,

http://www.alistapart.com/articles/designbymetaphor, retrieved
August 20, 2007