Visual
(out of time; external)

Aural
(in time, evanescent; interior)

Audio
(in time, repeatable, disembodied)

External memory
(reference, dictionary)
- systematic lists, categories
- logical divisions, hierarchy

Internal memory, mnemonic
(narrative, myth, poetry)
- rhyme, rhythm, alliteration, assonance
- formulas, cliche, slogan, epithet

Cultural memory
(icons, brands, jingles)
- all oral mnemonic devices
- logo, stereotype, tag line, hook

Analytic, logical
(syllogism, theorem)

Wholistic, analogical
(riddle, proverb)

Gestalt, symbol, image
(ad image, story)

Detached, objective
(uninvolved, "cool")

Involved, subjective, "Agonistically toned"
(empathetic, participatory)

Resonance or avoidance
("relate to", apathetic, cynical, resistance)

Words are inanimate, pointers
(signifying labels)

Words have power, are events in themselves (naming)

Brand names have iconic power and associations

Linear time --- > spatial

Cyclic time --- > repetitive

Cyclic templates & formats

Self-object detachment
(solitary, private)

Integrative
(groups, communal activity)

Demographic markets
(target consumer groups)

Abstract concepts & categories

Situational, concrete experience (life-world)

Life-world problem -> solution
Abstract concept -> image

Compact, edited, linear

Redundant, copious, additive

Sound-byte, repetitive

Originality, new ideas

Conservative, homeostatic, traditional

Turnover of new "improved" products
Collapsing of historical time into an "eternal present"