Visual IdentitiesThe six essays of Visual Identities are an important contribution to the growing field of industrial semiotics. Floch's major strength is his analysis of signs in a way which is both industrially relevant and textually precise. Until recently there have been two quite different and distinct ways of understanding commerical signs, such as logos and advertisements. Industry-based work has tended to look at questions of marketing and has often been reduced to the mass psychology of 'appeal' and audience research, whereas the textual analysis of commerical signs has tended to come from limited positions of identity politics and criticism (Marxism, feminism, etc). Floch manages to find a way between (and also outside) these traditions. In doing so he has produced a book which will interest industrial practitioners in advertising, marketing and design as well as students and academics in semiotics. |
Contents
| 1 | |
| 9 | |
2 IBM and Apples logocentrism | 33 |
telling how tastes talk | 63 |
the total look | 85 |
5 Epicurean Habitats | 116 |
intelligence at knifepoint | 145 |
| 172 | |
| 175 | |
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Common terms and phrases
Actant actually aesthetic alpine fennel analysis Apple logo approach aromatic herbs axiological axiology baroque bass-with-whey blade bricolage bricoleur Chanel look chapter classical vision Coco Chanel colours component Conran considered Courtés cuisine culture defined Détienne discourse distinct elements enunciative praxis essays established ethical fact of style Floch Fontanille function furniture Greimas Habitat Hadès Ibid IBM logo Ikea instance knives Laguiole Leroi-Gourhan Lévi-Strauss mask material meaning sens meaning signification Michel Bras motifs myth natural non-continuity Non-discontinuity objects of meaning Opinel opposition Paris particular Pennor's Pensée sauvage perceptible plane of content plane of expression production qualities quenelle recognize refer relationship semantic semi-symbolic semiotician Sémiotique sensory shape signifying signs silhouette specific Steve Jobs stripes structure Swiss Army knife syntagmatic Terence Conran total look valorization values visual identity visual invariants visual semiotics Waterman advertisement Waterman pen whey white Malabar nightshade Wölfflin