Peircean introduction to visual rhetoric and a powerful systemic of semiotics different to the structuralist Saussurian mainstream.

Contemporary culture is as much visual as literary. This book explores an approach to the communicative power of the pictorial and multimodal documents that make up this visual culture, using Peircean semiotics. It develops the enormous theoretical potential of Peirce's theory of signs of signs (semiotics) and the persuasive strategies in which they are employed (visual rhetoric) in a variety of documents. Unlike presentations of semiotics that take the written word as the reference value, this book examines this particular rhetoric using pictorial signs as its prime examples. The visual is not treated as the 'poor relation' to the (written) word. It is therefore possible to isolate more clearly the specific constituent properties of word and image, taking these as the basic material of a wide range of cultural artefacts. It looks at comic strips, conventional photographs, photographic allegory, pictorial metaphor, advertising campaigns and the huge semiotic range exhibited by the category of the 'poster'. This is essential reading for all students of semiotics, introductory and advanced.

Basic semiotic theories are taught in most art schools as part of a contextual studies program, but many students find it difficult to understand how these ideas might impact on their own practice. Visible Signs tackles this problem by introducing key theories and concepts, such as signs and signifiers, and language and speech, within the framework of visual communication. Each chapter provides an overview of a particular facet of semiotic theory, with inspiring examples from graphic design, typography, illustration, advertising and art to illustrate the ideas discussed in the text. Creative exercises at the end of the book will help exemplify these ideas through practical application. The third edition of Visible Signs features new material from international designers and new creative exercises to accompany each chapter. This new edition also features a new design and layout.

In this regard, semiotics is of relevance to a wide spectrum of scholars and professionals, including social scientists, psychologists, artists, graphic designers, and students of literature.".

This Handbook of Visual Communication explores the key theoretical areas and research methods of visual communication. With chapters contributed by many of the best-known and respected scholars in visual communication, this volume brings together significant and influential work in the discipline. The second edition of this already-classic text has been completely revised to reflect the metamorphosis of communication in the last 15 years and the ubiquity of visual communication in our modern mediated lifestyle. Thriteen major theories of communication are defined by the top experts in their fields: perception, cognition, aesthetics, visual rhetoric, semiotics, cultural studies, ethnography, narrative, media aesthetics, digital media, intertextuality, ethics, and visual literacy. Each of these theory chapters is followed by an exemplar study or two in the area, demonstrating the various methods used in visual communication research as well as the research approaches applicable for specific media types. The Handbook of Visual Communication is a theoretical and methodological handbook for visual communication researchers and a compilation for much of the theoretical background necessary to understand visual communication. It is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines such as advertising, persuasion, and media studies. The volume will also be essential to media practitioners seeking to understand the visual aspects of how audiences use media to contribute to more effective use of each specific medium.

"This definitive text is the single best work on Peirce's semeiotic (as Peirce would have spelled it) allowing scholars to extrapolate beyond Peirce or to apply him to new areas..." -- Society for the Advancement of American Philosophy Newsletter "... indispensable introduction to Peirce's semiotics." -- Teaching Philosophy "Both for students new to Peirce and for the advanced student, this is an excellent and unique reference book. It should be available in libraries at all... colleges and universities." -- Choice "The best and most balanced full account of Peirce's semiotic which contributes not only to semiotics but to philosophy. Liszka's book is the sourcebook for scholars in general." -- Nathan Houser Although 19th-century philosopher and scientist Charles Sanders Peirce was a prolific writer, he never published his work on signs in any organized fashion, making it difficult to grasp the scope of his thought. In this book, Liszka presents a systematic and comprehensive acount of Peirce's theory, including the role of semiotic in the system of sciences, with a detailed analysis of its three main branches -- grammar, critical logic, and universal rhetoric.