Images. r eading. I~ ~~o~;~;n~~~up. GUN THE R K RES San d. THEO van LEEUWEN SECOND EDITION OF VISUAL DESIGN LONDON AND NEW YORK

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1 r eading Images GUN THE R K RES San d THEO van LEEUWEN THE GRAMMAR OF VISUAL DESIGN SECOND EDITION I~ ~~o~;~;n~~~up LONDON AND NEW YORK

2 CONTENTS vii ix xi Preface to the second edition Preface to the first edition Acknowledgements 1 Introduction: the grammar of visual design 16 1 The semiotic landscape: language and visual communication 45 2 Narrative representations: designing social action 79 3 Conceptual representations: designing social constructs Representation and interaction: designing the position of the viewer Modality: designing models of reality The meaning of composition Materiality and meaning The third dimension Colourful thoughts (a postscript) 271 References 287 Index

3 Index abstract coding orientation attitude 149, 152 camera-initiated 165,252,268 attribute 50,75,91-103, dynamicization 261 abstraction 29,55,56,60, 107-9,110,112-13, Canova, A ,104, ,248 carrier 50, 88-90, , accompaniment (as attributive symbolic 106-9,111,243,248 circumstance) 72,75 processes CD-ROM 30,80, action processes 63-6, centre ,209,256, 74-5 Bal, M actor 50, 59, 63-6, 74, 76, balance 202-3,268 charts see diagrams 78,108,111, Barthes, R. 6,17-18,24-6, Chatman, S. 115 advertising images 67, 81, 47,68, Ill, 202, 219, children's books ,142,143-4,159, 223,225,252-3,255 children's drawings and 178,183,186 Bassy, A.-M. 206 writings 9-12, 16, 20, affect Bazin, A ,110-13,151-3, affordance 232-3,236 behavioural processes 76, 211, Alien, J circles 54-5,56-7 amplified vectors 71 Bell, P. 184 circular composition 209 analytical processes 50, 51, Belting, H. 118 circumstances 72, ,87-105,247 beneficiary 76 classificational processes anchorage 18, III Benjamin, W ,79-87,107,268 arbitrary sign 8, 12 Berger, J. 149, 150, 151 coding orientation 163-6, architecture 240,256-8 Bergman, I. 175, Armitage, 1<. 240 Bernstein, B. 165 colour , Arnheim, R. 47,49, 130, Beuys, J. 248 colour schemes ,194,202,252,256 bidirectional processes 66, Comolli, J.L. 130 Arp, J ,78 composition , art 53-7, 60, 90-2,105-6, Bogatyrev, P ,264, ,122,125,129-3~ Booth, W.C. 115 compounding 52; ,159,167-71, Bourdieu, P. 165,179 computer games 252, 261, 176,181-3,188,189, Brancusi, C ,194,197-8,202, Brecht, B. 131,264 conceptual processes 59, 205-6,221-5,227-8, brightness (as modality ,268, ,243-7, cue) 162 conjoining 52, ,252-4,256~8 connection 204,210,261 attenuated vectors 71 Caldas-Coulthard, C.R. 246 contextualization (as

4 288 Index modality cue) 161, see Ec~ U. 47,115,215 Gabo, N. 53 a/so setting education 16, 17, 34; CD Gage, J. 228 conversion process 68-70, ROMS 30,33; children's Genette, G , 78 writing 39, , geometrical symbolism covert taxonomy 79, 87, 152-3,211; concept 70-2, maps 39-40; textbooks Ghaoui, C. 86 critical discourse analysis 30,33,45-7,90,94-5, Giacometti, A. 225,244, 2, ,121,126, 249, ,142,155-6, given 57, , 209, Dance, F. E.X ,185,186, 211,224,256,264,270 Davenport, P 54, ,230 G ledhill, C. 205 demand 118,120-2,123, Eisenstein, S. 29 goal 50,63-6,74,77, 109, 125,127,148,149, elongation ,264 embedding 50,107-9 Godard, J.-L. 264 depth (as modality cue) Epstein, J. 224,239-40, Goethe, J. von , ,256,258 Goffman, E detachment , equality 140,148-9 Goodman, N ,151,251 event 64, 76, 78 Goodman, S. 229 diagrams 48, 50-3, 55, 60, exhaustive analytical Graddol, D ,65-6,68-70,78, processes 95-8, 104, grammar 1-5, 228, 266-7; 82-7,95-103,121, 110 see a/so language 126,143-7,156-8, existential processes 172,184,188,196-7, Habermas, J eye level 140,152,268 Hall, E ,149 dialogue balloons 68, 75 eyeline vector 117 Hall, S. 68 differentiation (as colour Halle, M. 233 feature) 160,167,234, fashion photography 87-8 Halliday, M.A. I<. 1,2,15, 236,238 film 18,29,120-1,124, 20,49,68,73,76-7, direct address ,157-8,175-6, 109-1~117,1 1~122, disconnection 204,210, 203, ,173,181, ,258,261 Finnegan, R. 36 Hartley, J. 6, 7 Disney, W. 258 Fiske, J. 6,7 Hause~ A. 130 distinctive features flowcharts 84-5 Hawks, H. 262 distribution media 220 framing 176,203-4,214 helical vectors 71 Dobell, W. 167 Frank, R. 64 Hermeren, G. 47, 105 Dondis, D.A. 54,56 Fresnault-Deruelle, P. 6 Hodge, R. 102,155, 192 Dye~ G. 6,8 frontal angle 144-5,152, home decoration dynamicization in film 268 Honzl,J fusion 53 horizontal angle

5 Index 289 hue 234 Jaffe, H. 53,54,55 Martin, J. 62,102,173, Jakobson, R. 6, ideal ,203,209, Johnson, M. 258 Martin, M ,269 Joos, M. 129 materiality , 226 ideational function 15,42, material processes 76,78 155,228,268 I<ahan, L. 167 means (as circumstance) ideology 14 I<andinsky, W. 221,223, 72, 75 illumination (as modality 227,232,269 mediator 198-9, 209 cue) 162 I<ienholz, E. 243 mental process 68, 75, illustration 18 I<oons, J. 219,224, image act , 123, I(ress, G. 5,34,59,102, metaphor 8, ,192,215,218, Metz, C. 6,24,47 image-text relation 18, 230,232,267 Michelangelo ,177-8,187 I<uleshov, L. 260 M ir6, J ,249,254, impersonal distance 125, ,151 Lac~ M. L. 229,235 modality 91, , inclusive analytical Lakoff, G ,264; processes 95-8 language 2-3,18-20, configurations 171-2; indirect address ,109-10,122-4, markers 160-3, 171; information value 177, 129,139-40,155,181, scales 160, 166, ,233,259 modes of reception interactive multimedia 30, Lichtenstein, R. 222 modulation (as colour 33,34,80,85-6,128, Lindekens, R. 6 feature) 160, ,181-2,186, linguistics see language Mondrian, P. 53,54,55,56, 198-9,211-13,252, Lissitzky, E. 29,55,56, 221,223,224,227, , Monet, C. 221 interactive participants 48, literacy 2, 22-3 mood Lupton, E. 101 Moore, H. 55,225,250-1, interactive viewing (3- Lyon, D dimensional objects) Morris, D Machin, D. 252 motivated sign 8, 12 interactors 66, 74, 76 magazines 29,30,31,143, Mukarovsky,J. 6 interest 8, 12, , 183-4,188-9, multi-levelled taxonomy 87 interordinate 80, multimodality 177-8, interpersonal function 15, Malevich, 1<. 29,60, ,201,265 42,155,228 maps 59-60,65,88,92, Mumford, L 164 involvement , 97,99,145-6,172 Myers, G ,251 margin ,209,256, Ise~ W narrative processes 59-72

6 290 Index Nash,J.M. 54 personal distance 124, recording technology Nattiez, J.-J naturalistic coding perspective , rectangles 53-4, 56-7 orientation ,144,146-8, relational processes naturalistic modality 28, 162,172, ,91,158-9,164-5, phenomenon 67,75,77, relay 18,68 219,255, Rembrandt , networks 84-6 photography 63-4, ,221 new 57, , 209, 211, point of view shots 261 reported speech ,256,264,270 polarization 209,256, representation (as modality new media see interactive 270 cue) 161,167,252 multimedia possessive attributes 50, represented participants N icholson, B. 224, ,107-9,110, 48, Nolde, E ,243,248 reverse angle shots 259 non-linearity 27-8,84-6, potential see meaning rhythm 201, potential Rietveld, G. 168 non-projective processes power 140-3, 148-9, 151, Rimmon-i<enan, S. 48, Ringbom, H. 125 non-transactional actions Poynton, C ,229 Rodchenko, A ,74,76,78,113, Prague school 6 Rodin, A. 224,240, printed page Rothko, M. 220,225, 231 non-transactional reactions processes 49, 59-78, Rowley-Jolivet, E ,74,76,78, Ryman, M. 168,216, 223, production technology 225 objective images objects 240-2, projective processes 73, 77 Sacks, H. 121 offer ,122,127, public distance see Saint-Martin, F. de ,250,264 impersonal distance salience 176,177,201-3, Qng, W. 178 purity (as colour feature) 210,214 Q'Sullivan, T. 6,9 234,237,238 saturation 160,233,236, Q'Toole, M overt taxonomy 87 quoted speech 77-8 Saussure, F. de 12,156 sayer 68, 75, 77, 261 Panofsky, E. 47, 118 reacters 66,75,261 Scannell, P. 115 Paris school 6 reactional processes 67-8, Schefer, J.-L. 6 participants 47-59, 74-5, 239,242,261 Scollon, R ,81,114, reading paths Scollon, S ,239,268 real ,203,209, Segal, G. 243 Peirce, C.S ,269 semiosis see sign-making,i

7 Index 291 senser 68, 75 synthesizing technology unidirectional transaction sensory coding orientation actions 75, ,167,252, unstructured analytical taxonomy processes 92-4, 104, setting 72, 74, 1l0, ll2, technological coding ll3 152,172,243,255, orientation 165 Uspensky, B technology utterance 75 sequential bidirectionality television 126,120-1, ,132,184-5, value (as colour feature) Shepherd, J ,237,238 sign 8,12 temporal analytical van Doesburg, T. 90-1, signifier materials processes 94-5, sign-making 7-12,270 textbooks see education van Eyck, J. ll8 simultaneous textual function 15,43,228 Van Gogh, V. 221 bidirectionality 66 Theewen, G. 248 van Leeuwen, T. 6,34,59, single-levelled taxonomy 87 Thibault, P 6 184,215,218,230, size of frame Thompson, P. 54,56 232,239,246,258, social context 13 thought balloons 68,75 265,267 social distance 124-9, 148, Threadgold, T. 6 van Sommers, P ,152,251 timelines 94-5 vector 42, 46, 59, 60-2, spatio-temporal analytical Titian ,74-5,91,117, structures top-down angle ,239,240-2,244, speaker see sayer topographical processes 258,268,269 speech acts ,104 verbal processes 68, 75, speech process see verbal topological processes 77-8,261 process ,104 vertical angle subject-initiated toys 239, 242, 247-8, 249, volumes 49 dynamicization ,252-4,255 von Neurath, O. 101 subjective image , transaction transactional actions 64-6, websites 128,132-3, subordinate 79-80, ,108, ,186,198-9 suggestive symbolic transactional reactions 68, Whorf, B. L. 1-2 processes ,240 Williams, R. 179 Suleiman, U. 252 transduction 39 Williamson, J. 47 superordinate tree structure 42, 82-4 Wollen, P. 120 symbolic attributes 105 Trew, T. 2 writing 4,17,21-3,39, symbolic processes 91, triangles 55-7, ,115-16,142, 105-8,248 triptych , ,181-2,2ll