Study of the transformation of visual motifs to writing motifs in Persian contemporary jewelry

Now a day’s jewel designers have been used motifs which have been taken from Persian traditional culture and typography. These types of motifs were led to writing motifs and development of discursive challenge about the identity of jewelry. The aim of this study is how new signs of “written motifs” have clearly appeared in Persian contemporary jewelry. This research has been done by the descriptive and comparative method based on Laclau and Mouffe's discursive analysis and then two group of jewelry which are inspired by “writing motifs” were analyzed by “semiotics of writing”. In conclusion, regardless of constraints of merely traditional decorative functions of the jeweler, the emphasis on the importance of the context of a written motif, the transmutation of massage to the audience and at last but not least conversion of jewelry to media are the main factors of the transformation of a visual motif to written motifs.