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Visual surfaces are surfaces on which text and images form coherent units of meaning within a planned layout – for example, posters, product packaging, magazines and screens. They serve as effective tools for conveying information quickly and in a complex manner. As everyday life becomes increasingly shaped by the interpretation of images, this presents new challenges for linguistics. Answers are provided by dedicated research into visual surfaces, to which Ulrich Schmitz offers a concise introduction across two volumes. This volume examines the interplay between text and image in analogue and digital media. How is the growing presence of images and symbols changing our reading habits? And has the written word truly lost its cultural hegemony? Ulrich Schmitz traces the development of the interplay between text and image, from the growing presence of visual advertising in the 1980s right up to the present day. He also demonstrates the extent to which traditional methods of linguistics reach their limits when analysing text-image surfaces.
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Keywords
- Advertising
- images
- Language change
- Literacy
- Mass media
- media change
- Multimedia
- reading habits
- Tertiary literacy
- Text-image structures
- Texts
- thema EDItEUR::C Language and Linguistics::CF Linguistics::CFD Psycholinguistics and cognitive linguistics
- thema EDItEUR::C Language and Linguistics::CF Linguistics::CFG Semantics, discourse analysis, stylistics
- thema EDItEUR::C Language and Linguistics::CF Linguistics::CFZ Sign languages, Braille and other linguistic communication
- thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTD Semiotics / semiology
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT1 Media studies: internet, digital media and society
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society
- visual field
- Visual field research
Links
DOI: 10.57088/978-3-7329-8647-7Editions