#bottomupsign

Below this warning the words “UNCLAMPING FEE”is written once again in blue whereas the amount itself, being “R200″, is written in red, once again emphasizing the warning. This sign is a sign which informs people of the use of a specific space in this area and also acts as a warning for the public. It is a bottom up sign as it has been probably made by those who are in charge of Queens Place and possibly also has been put up by the owner’s of the guest house or maybe even owners of the shops at the guest house.

The above photograph is of a book store which goes by the name of Paulines, which is probably an indication of a person’s name. Directly below the name, is written “Book & Media Centre”, which is directly informing the audience about the products and services available at this particular store. this wording obeys the function of a signage being informative. This sign would be a bottom up sign because it is issued by a social actor, who is probably the owner of this shop. One of the visual cues in the photograph that is found just towards the left of the word “Paulines”, is a globe. This imagery creates an idea of what the store specializes in. By being informed that it is a book store and media centre, it encapsulates the idea that this store is a space that embraces globalization and is a space of learning, education and information based on a global scale. The use of the written and verbal cues are factors which encapsulate the concept of multimodality.

Above is a signage that represents a space reserved for only a certain group of people. This sign is located on the bottom of a wall, which is definitely not easily visible to a large audience of people, but rather is aimed at a minority of people, particularly those intending to use this reserved space. On the sign, the words “Private Parking” is imprinted in big bold font,indicating that this is the Ideal position of the sign, which means that this is the most important message on the sign. This sign indicates that this parking space is reserved for the patrons (customers) of the shop. The shop name is also written on the sign, which is “Barter Buy Antiques.” Below the shop name, written in a red font is a warning that other vehicles parked in this space will be removed. The use of the red colour is commonly known to be used for warning and this is precisely its use in this sign. Although there is no visual cue found in this sign, the colour scheme has an effect on the conveyance of the message. This sign makes use of both the functions of signs, it is symbolic through its colour scheme and is informative via its written elements. Although this sign is intended to assign this space to certain individuals, it also informs viewers of the shop’s content by simply making use of the shop’s name. By reading this sign, not only are viewers informed of the space allocation, but also of the products and services rendered by this shop. This is a bottom up sign as it most likely has been placed outside this shop by the shop owner. 

The above photograph depicts a sign which appears to be located at a higher level compared to the other signs in the area as it appears to be almost the same height as the street light in the background. This suggests that this sign can possibly be seen clearly from a further distance than other signs which may be located on lower levels. The signage makes use of the colour red, which is a vibrant and attractive colour which easily captures the attention of many viewers. On the sign, verbal and written linguistic elements are used to convey the message that this is the location of a restaurant. The words “The Rusty Lady” indicates simply the name of the shop and may appear vague as to what the main purpose of this shop is, however, we know its specificity due to the use of the word “Restaurant” at the bottom of the sign. The visual cue does not entirely aid in conveying the message of this shop being a restaurant as it is an image of an old fashioned bicycle. The use of this antique artifact may suggest that this shop may possibly be a collectibles shop, however this suggestion is refuted by the use of the word “Restaurant”. In the curve of the bicycle wheel, the telephone number of the shop is written in a red font as compared to the shop name is written in a white font. The use of the word “restaurant” and the telephone number are the written cues which obeys the function of the sign being informative. This information conveys the message to the viewers that the shop is a place to eat, and that communication with the owner is possible and encouraged, perhaps for specific services which may be available to the viewer. This sign is considered to be a bottom up sign, issued by a social actor,most likely being the shop owner. This sign may not entirely be helpful with regards to it’s visual element if we consider the aspect of a sign being informative, however, the sign does deliver the message to its viewers via its written element . Due to the present visual and written cues used on this sign, it is evident that the concept of multi-modality is adhered to. 

All three signs have also been professionally made, however they have not been placed there by the government, or any official institute but rather the owners of these private businesses. Therefore these are all bottom up signs.