note 204
The notion of the third point was inspired by Sergei Eisenstein. In film theory, Sergei Eisenstein, developed the idea of the contra point. Two lines of meaning, one in image and one in sound, generate a third line of meaning. When one sees flowers bloom and one hears the sound of guns in war, a third line of understanding and meaning evolves concerning the atrocity war generates. In today's media culture, in advertising, video clips, jingles and network designs, this generating of new meaning between the lines of image and sound is used all the time. It is a 'blurry' generating of meaning, often no more than a generating of emotions, where Einstein developed this idea to be able to convey more intellectual understanding to his audience.