Therefore in the creation of an image, schema plays a significant role as it provides us with the mental structures or building blocks in the production of the image.
Everyone have schemas about almost everything. It assist us in the recognition of object or image. We have models in our mind and we make sense by comparing the reality before us with the mental abstractions we store in our memory.
One of the founders of Schema theory, Sir Frederick Bartlett considered schema to be “maps or structures of knowledge stored in the long term memory” (Ost & Costall, 2002). Meanwhile Marvin Minsky in his book “A Framework for Representing Knowledge” sketched a new theory about data structures that could be used to represent knowledge in human memory. He called this structure frames. Attached to each frame are several kinds of information. Frames to Minsky are divided into top levels and lower levels. Top levels of a frame are fixed and stands for something that are always true about the supposed situation For example on a car, the top level information are windscreen, headlights, side mirror, and car seats among others. Meanwhile the lower levels have many terminals or slots that must be filled by specific instances or data. For instance, the car seat can be leather or fabric and these different types of materials represent the low level information. Therefore frame schema assists us to make out the mental object or recognize the situation in in order to create the desirable visual image.
However when creating an image, particularly an ad, incongruity in the visual makes the image more stimulating. Incongruity in the visual attracts attention, particularly if it happens in a familiar schema. According to Mandler (1984), schema incongruity is an interruption of expectations and predictions and is considered a schema violation where visual images breached expectations.
Therefore our mental frames or schema is required to have the ability to conceive and grasp what is expressed or presented (Young et al, 2003)
For the purpose of this topic, I have produced three videos, starring my 7 year old son, Aaron', to test his capabilities in identifying and describing the objects shown to him. This demonstrates his schema or cognitive process in interpreting the objects he see. Since most of the objects in my house are identifiable for him, so I took him on a shopping trip to Hua Ho department store. (Due to the moderate sound quality, please put on your headphones).
The first video below shows my son trying to describe a chocolate fountain machine used to serve chocolate fondue. He recalled seeing the equipment at one of the hotel's buffet lunch.
Meanwhile in the second video, I took Aaron to the store's home décor section where we stumbled upon this big and cute cat statue which I normally see at Chinese restaurants or shops. It is in fact a Japanese beckoning cat or Maneki Neko which are often displayed to bring prosperity to business or homes.
The last video shows my son attempting to describe the weight bars displayed on a rack. It appears that he has prior knowledge of the gym equipment. I took him to a club's gymnasium few times after his taekwando lessons, so he must have recalled seeing the weight bars somewhere in the hall. For a seven year old kid, I believed he did well and his schema portrays his level of exposure, knowledge and understanding of objects and subjects within his surrounding.
References :
Young, J. E., Klosko, J. S., & Weishaar, M. E. (2003). Schema theraphy:A practionier's guide. New York:Guildford Press.
Mandler, J. M. (1984). Stories, scripts and scenes : Aspects of schema theory. New York:Wiley.
Ost, J., & Costall, A. (2002). Misremembering Bartlett: A study in serial reproduction.British Journal of Psychology, 93(2), 243-255. doi:10.1348/000712602162562
Young, J. E., Klosko, J. S., & Weishaar, M. E. (2003). Schema theraphy:A practionier's guide. New York:Guildford Press.
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