03449nam a22003733i 4500003000600000005001700006006001900023008004100042020003600083020001800119035002300137035002400160035002500184035002200209040003400231050002300265082001000288100003200298245009100330264004800421300003400469336002600503337002600529338003600555505110700591520082901698588007202527650003302599655002202632700003102654776014002685856014002825856011002965pucpr20221109144009.0m     o  d |      211129s2019    xx      o     ||||0 eng d  a9781350015586q(electronic bk.)  z9780857858009  a(MiAaPQ)EBC5633115  a(Au-PeEL)EBL5633115  a(CaPaEBR)ebr11645379  a(OCoLC)1083041431  apucprbengcpucprdpucprerda 4aNC997 b.L447 20190 a741.61 aLees-Maffei, Grace.eauthor10aReading Graphic Design in Cultural Context /cGrace Lees-Maffei and Nicolas P. Maffei. 1aLondon :bBloomsbury Publishing USA,c2019.  a1 online resource (259 pages)  2rdacontentatextbtxt  2rdamediaacomputerbc  2rdacarrieraonline resourcebcr0 aPart One: On message and off message -- Chapter 1: Branding as sign system: Semiotics in action -- Chapter 2: The responsive brand: Uniformity and flexibility in logo design -- Chapter 3: Whose wall? From posters to digital displays and the colonization of public space -- Chapter 4: Slogan T-shirts: Billboards of identity politics -- Part Two: On legibility and ambiguity -- Chapter 5: Seeing clearly? Legibility, word and image in postmodern print design -- Chapter 6: Signifying orientalism, chinoiserie and japonisme: Fashion photography in Vogue as a case study -- Chapter 7: A good read? Corporate literature and brand stories: Alessi SpA as a case study -- Chapter 8: Information overload: Negotiating visual complexity in a data-rich world -- Part Three: On paper and on screen -- Chapter 9: How to? Visual techniques of persuasion in guidebooks and manuals -- Chapter 10: Driving sales: Print and TV advertising of cars to women drivers -- Chapter 11: Picturing music: The rise and fall of music packaging -- Chapter 12: E-Book, iBook, weBook, youBook: Declensions of digital design -- Index.  aReading Graphic Design in Cultural Context explains key ways of understanding and interpreting the graphic designs we see all around us, in advertising, branding, packaging and fashion. It situates these designs in their cultural and social contexts. Drawing examples from a range of design genres, leading design historians Grace Lees-Maffei and Nicolas P. Maffei explain theories of semiotics, postmodernism and globalisation, and consider issues and debates within visual communication theory such as legibility, the relationship of word and image, gender and identity, and the impact of digital forms on design. Their discussion takes in well-known brands like Alessi, Nike, Unilever and Tate, and everyday designed things including slogan t-shirts, car advertising, ebooks, corporate logos, posters and music packaging.  aDescription based on publisher supplied metadata and other sources. 0aGraphic arts-Social aspects. 4aElectronic books.1 aMaffei, Nicolas P.eauthor08iPrint version:aLees-Maffei, GracetReading Graphic Design in Cultural ContextdLondon : Bloomsbury Publishing USA,c2019z9780857858009  uhttps://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5633115yAcceso Remoto40uhttps://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5633115yAcceso en el Campus PUCPR