Fruitful Metaphors

A couple of weeks ago in lecture, we spoke about the use of metaphors in the tech field. A metaphor is “a term or phrase applied to something to which it is not literally applicable in order to suggest a resemblance.”

It reminded me of a sketch that I watched a number of years ago and like many sketches these days, it was fairly easy to find on YouTube. 

                                                                                                                        

You simply have to appreciate the cleverness of this skit. There are so many jokes and subtle play on words that one might miss them on the first watch through. The skit begins with a customer expressing disappointment in an item he bought from the store - his blackberry is frozen. In this case, the store is a grocery and the blackberry in question is not a phone but rather the fruit. The fruit is literally frozen (cold) a metaphor that in the computer world refers to a program that does not respond to user actions. The store owner asks if it has run out of juice. The pun here referring to juice from a fruit and juice which refers to battery life.

The store owner proposes to try the blackberry on Orange and literally places it on top of an orange. This joke eluded me until I scrolled down into the comments section. Orange is a mobile phone provider in the UK and the owner was trying to get the blackberry to work on this provider. This leads directly to the next joke - the black spots on the orange. Black spots is another term used in the tech world to refer to places with no phone coverage. In the skit, there were actual black spots on the orange. On a side note, I wonder if there is a reason that computer scientists are fascinated by fruit - Blackberry, Apple. 

The next segment talks about troubleshooting and references moving the blackberry to different places but the customer complains that all that accomplishes is mess the windows. Windows obviously a pun on glass windows and the OS. The store owner suggests waiting for the latest version of the blackberry. This is another common element in the field of technology. Technologies constantly change and latest versions of a product are released almost yearly or sometimes more frequently. The customer then asks for a date and is promptly handed the fruit. There are no direct connections to technology here but it's funny nonetheless.

The customer also has a problem with his apple. Again, fruit not iDevice. The owner comments on how old it is noting that, "two new versions have already come out!" Apple, the company is infamous for frequently releasing newer versions of their products. Apple is also infamous in its requirements for cables. The change of the charging cable for their iPhones and now the removal of the headphone jack were both hotly debated changes. To be fair, the skit was released before these changes were implemented but the idea of connecting extra cables to computers have been around for a while. The video pokes fun at it by the customer stating that he could not figure out how to connect a dongle to the apple. According to Merriam-Webster, a dongle (apart from being a fun word to say out loud) is "a small device that plugs into a computer and serves as an adapter or as a security measure to enable the use of certain software." 

The skit concludes with what is in my opinion its best joke. The customer asks for something for his grandson and the owner recommends the 'Eggs-box' which sells for 3.60. This is a play on Microsoft's Xbox 360. In this case, a box of eggs stands in for the console. 

The difference between the literal use of a phrase and a metaphorical use of a phrase is apparent in this video. Many actions relating to computers or technology use in general rely on metaphors. In most cases, it is easy to know exactly what a metaphor is trying to convey and a metaphor is an apt way to describe the nature of that specific task.

Bibliography

• https://www.youtube.com/watch?v=kAG39jKi0lI&spfreload=5
• https://www.merriam-webster.com/dictionary/dongle

(Lo)Go Science!

I have always been fascinated by science, and more specifically by new discoveries and how they were made. So you could imagine my joy when I found out that U of T had a course on the history of science. The course covered famous scientist, their discoveries or ideas and the impact that they had on the world. Recently, I came across a picture that caught my attention. The picture was titled, "If famous scientist had logos." 

I thought that the picture was ingenious. Each scientist's name was displayed but it included a clever addition to it based on what they were famous for. It reminded me of what our lecturer mentioned in class about the Evolve game logo. At first glance, it seems insignificant but when you think about it, you can see the deeper meaning in the logo. The Evolve logo had the 4V1 - EvolVe to represent 4 humans against one monster. The size of the block that contained the letters were the same and this represented that they were evenly matched. The essence of the game is given merely by that picture. Here is a brief explanation of what each logo in this image means:

• Pythagoras - The A is a triangle; the Pythagorean theorem
• Archimedes - "Give me a lever long enough and a fulcrum on which to place it, and I shall move the world." His name is like a lever balanced on a fulcrum
• Copernicus - Earth's orbit around the Sun 
• Newton - The falling apple; gravity
• Darwin - Evolution
• Einstein - E=mc^2
• Democritus - Atoms. He was the first to suggest atoms
• Euclid - His axioms and postulates on geometry
• Leibniz - Integration - the notation for it
• Godel - Incomepleteness theorem, his name is incomplete
• Faraday - Magnets
• Bohr - Atomic structure
• Pauli - Pauli's exclusion Principle
• Heisenberg - Uncertainity
• Feynman - Path integral formulation
• Borlaug - Work in agriculture, wheat
• Crick + Watson - DNA molecule
• Goodall - Research on monkeys

My particular favorite was Einstein's logo. It took a second to realize that the mc^2 was equal to E and his formula seemed to work perfectly with his name. Creative UX logos like the following are memorable. They leave an impression on the user that (lo)goes with them where ever they may be. It also increases the likelihood of a person mentioning the logo and sharing it with their friend which in turn bring greater attention to the product or person. And if nothing else, you can appreciate the genius of the artist!

Image from: http://imgur.com/gallery/6EFm4hS