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Published in:
Exploring Graphic Sciences Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Strati-Graphics. Relationships Between Graphics and Photography in Print Advertisement

Author : Giacomo Festi

Published in: Proceedings of the 2nd International and Interdisciplinary Conference on Image and Imagination

Publisher: Springer International Publishing

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Abstract

The semiotic approach is adopted here to analyze the interactions between the graphic mode and the photographic mode within promotional communication. A corpus of advertising campaigns is used to explore the two ways graphics and photography are contributing to the process of meaning creation: the projection of the graphic within the simulated space of the photographic or the overlapping of a graphic layer on the photographic one. The rhetoric dimension of discourse is solicited to interpret the effects of meaning of these two logics of compositions: deepening the initial main configuration or working on a polemical confrontation between the two layers of meaning.

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previous chapter Ephemeral Memories. The Paradox of Images’ Abundance in the Age of Digital Mortality
next chapter ACADEMY REBRANDING from Coat of Arms to Logotype, from “Dissegno” to Design
Footnotes
1
The semiotics of the visible has a solid tradition also in Italy. As a reference for the conceptual tools, our main reference is Basso Fossali (2013).
 
2
About the properties of the sensorial fields and the syntaxes distinguishing them, see Fotanille (2004). For the choreographic perspective in the field of graphic design, see Anceschi (2011, p. 21).
 
3
About the distinction between simulated and topological space, see Thurlemann (1981).
 
4
On the concept of allotopy, see Basso Fossali (2008, cap. 9).
 
6
The body-copy (here translated from Italian) says exactly: “we see a comeback. Do you have a dream? Which tools will permit to achieve it? These are the questions that inspire us to create the software that helps people like you, to transform an old enterprise into a new one. And to guide it towards objectives that you can only imagine”.
 
9
See Bolter and Grusin (2000).
 
Literature
Anceschi, G.: Oltre la grafica. Intervista con Giovanni Anceschi. In: Camuffo, G., Dalla Mura, M. (eds.) Graphic Design Worlds/Words, pp. 20–27. Mondadori Electa, Milano (2011)
Basso Fossali, P.: La promozione dei valori. Semiotica della comunicazione e dei consumi. Angeli, Milano (2008)
Basso Fossali, P.: Il Trittico 1976 di Francis Bacon. Con “Note sulla semiotica della pittura”. ETS, Pisa (2013)
Bolter, J.D., Grusin, R.: Remediation. Understanding New Media. The MIT Press, Cambridge (2000)
Fontanille, J.: Figure del corpo. Roma, Meltemi (2004)
Manovich, L.: Software Culture. Olivares, Milano (2010)
Polidoro, P.: Che cos’è la semiotica visiva. Carocci, Roma (2008)
Thürlemann, F.: La double spatialité en peinture: espace simulé et topologie planaire. Actes Sémiotiques, Bulletin 20, 34–46 (1981)
Metadata
Title
Strati-Graphics. Relationships Between Graphics and Photography in Print Advertisement
Author
Giacomo Festi
Copyright Year
2020
Book
Proceedings of the 2nd International and Interdisciplinary Conference on Image and Imagination

Print ISBN: 978-3-030-41017-9

Electronic ISBN: 978-3-030-41018-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-41018-6_36

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