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
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 114 4 Representation and interaction: designing the position of the viewer 154 5 Modality: designing models of reality 175 6 The meaning of composition 215 7 Materiality and meaning 239 8 The third dimension 266 9 Colourful thoughts (a postscript) 271 References 287 Index
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. 243 90-1,104,268 243,248 carrier 50, 88-90, 91-103, accompaniment (as attributive symbolic 106-9,111,243,248 circumstance) 72,75 processes 105-7 CD-ROM 30,80,211-13 action processes 63-6, centre 194-201,209,256, 74-5 Bal, M. 48 269 actor 50, 59, 63-6, 74, 76, balance 202-3,268 charts see diagrams 78,108,111,258-61 Barthes, R. 6,17-18,24-6, Chatman, S. 115 advertising images 67, 81, 47,68, Ill, 202, 219, children's books 23-8 122,142,143-4,159, 223,225,252-3,255 children's drawings and 178,183,186 Bassy, A.-M. 206 writings 9-12, 16, 20, affect 267-8 Bazin, A. 260 36-8,110-13,151-3, affordance 232-3,236 behavioural processes 76, 211,268-70 Alien, J. 120 78 circles 54-5,56-7 amplified vectors 71 Bell, P. 184 circular composition 209 analytical processes 50, 51, Belting, H. 118 circumstances 72,74-5 83,87-105,247 beneficiary 76 classificational processes anchorage 18, III Benjamin, W. 218 47,79-87,107,268 arbitrary sign 8, 12 Berger, J. 149, 150, 151 coding orientation 163-6, architecture 240,256-8 Bergman, I. 175,178 166 Armitage, 1<. 240 Bernstein, B. 165 colour 159-60,225-38 Arnheim, R. 47,49, 130, Beuys, J. 248 colour schemes 237-8 176,194,202,252,256 bidirectional processes 66, Comolli, J.L. 130 Arp, J. 55 74,78 composition 176-214, art 53-7, 60, 90-2,105-6, Bogatyrev, P. 6 256-8,264,269 118,122,125,129-3~ Booth, W.C. 115 compounding 52; 97-8 131-2,159,167-71, Bourdieu, P. 165,179 computer games 252, 261, 176,181-3,188,189, Brancusi, C. 224 264 192,194,197-8,202, Brecht, B. 131,264 conceptual processes 59, 205-6,221-5,227-8, brightness (as modality 79-113,268,269 239-41,243-7, cue) 162 conjoining 52,97-8 248-51,252-4,256~8 connection 204,210,261 attenuated vectors 71 Caldas-Coulthard, C.R. 246 contextualization (as
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. 116 75, 78 writing 39, 110-13, geometrical symbolism covert taxonomy 79, 87, 152-3,211; concept 70-2,94 107 maps 39-40; textbooks Ghaoui, C. 86 critical discourse analysis 30,33,45-7,90,94-5, Giacometti, A. 225,244, 2,14 119-20,121,126, 249,257 137-8,142,155-6, given 57, 179-85, 209, Dance, F. E.X. 71 172-3,185,186, 211,224,256,264,270 Davenport, P 54,56 187-8,230 G ledhill, C. 205 demand 118,120-2,123, Eisenstein, S. 29 goal 50,63-6,74,77, 109, 125,127,148,149, elongation 57 258-61 250-1,264 embedding 50,107-9 Godard, J.-L. 264 depth (as modality cue) Epstein, J. 224,239-40, Goethe, J. von 269 162,252 246-7,256,258 Goffman, E. 67-8 detachment 136-40, equality 140,148-9 Goodman, N. 47 145-9,151,251 event 64, 76, 78 Goodman, S. 229 diagrams 48, 50-3, 55, 60, exhaustive analytical Graddol, D. 229 61-2,65-6,68-70,78, 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, 109-10 Habermas, J. 165 258 eye level 140,152,268 Hall, E. 124-5,149 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 117 127-8,157-8,175-6, 109-1~117,1 1~122, disconnection 204,210, 203,258-65 155,173,181,228-9 214,258,261 Finnegan, R. 36 Hartley, J. 6, 7 Disney, W. 258 Fiske, J. 6,7 Hause~ A. 130 distinctive features 233-5 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 235-7 dynamicization in film 268 Honzl,J. 6 261-5 fusion 53 horizontal angle 133-40
Index 289 hue 234 Jaffe, H. 53,54,55 Martin, J. 62,102,173, Jakobson, R. 6,233 229 ideal 186-93,203,209, Johnson, M. 258 Martin, M. 140 256,269 Joos, M. 129 materiality 215-25, 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. 219,224,225 77-8 image act 117-20, 123, I(ress, G. 5,34,59,102, metaphor 8, 258 152 155,192,215,218, Metz, C. 6,24,47 image-text relation 18, 230,232,267 Michelangelo 252 26-7,177-8,187 I<uleshov, L. 260 M ir6, J. 243-4,249,254, impersonal distance 125, 268 148-9,151 Lac~ M. L. 229,235 modality 91, 154-74, inclusive analytical Lakoff, G. 258 252-5,264; processes 95-8 language 2-3,18-20, configurations 171-2; indirect address 119 76-8,109-10,122-4, markers 160-3, 171; information value 177, 129,139-40,155,181, scales 160, 166, 252 179-201 199,233,259 modes of reception 219-20 interactive multimedia 30, Lichtenstein, R. 222 modulation (as colour 33,34,80,85-6,128, Lindekens, R. 6 feature) 160,234 132-3,181-2,186, linguistics see language Mondrian, P. 53,54,55,56, 198-9,211-13,252, Lissitzky, E. 29,55,56, 221,223,224,227,232 261,264 60 Monet, C. 221 interactive participants 48, literacy 2, 22-3 mood 122-3 114-16 Lupton, E. 101 Moore, H. 55,225,250-1, interactive viewing (3- Lyon, D. 140-1 252 dimensional objects) Morris, D. 121 250-2 Machin, D. 252 motivated sign 8, 12 interactors 66, 74, 76 magazines 29,30,31,143, Mukarovsky,J. 6 interest 8, 12, 13 179-81, 183-4,188-9, multi-levelled taxonomy 87 interordinate 80,86 235-7 multimodality 177-8, interpersonal function 15, Malevich, 1<. 29,60,227 187-8,201,265 42,155,228 maps 59-60,65,88,92, Mumford, L 164 involvement 136-40, 97,99,145-6,172 Myers, G. 164 148-9,251 margin 194-201,209,256, Ise~ W. 48 269 narrative processes 59-72
290 Index Nash,J.M. 54 personal distance 124, recording technology Nattiez, J.-J. 6 148-9 217-19 naturalistic coding perspective 129-33, rectangles 53-4, 56-7 orientation 165 134-7,144,146-8, relational processes naturalistic modality 28, 162,172,262 109-10 30,91,158-9,164-5, phenomenon 67,75,77, relay 18,68 219,255,264 261 Rembrandt 149-51, networks 84-6 photography 63-4, 140-1 192-3,221 new 57, 179-85, 209, 211, point of view shots 261 reported speech 77-8 224,256,264,270 polarization 209,256, representation (as modality new media see interactive 270 cue) 161,167,252 multimedia possessive attributes 50, represented participants N icholson, B. 224,232 91-103,107-9,110, 48,114-16 Nolde, E. 106 112-3,243,248 reverse angle shots 259 non-linearity 27-8,84-6, potential see meaning rhythm 201,203 204-8 potential Rietveld, G. 168 non-projective processes power 140-3, 148-9, 151, Rimmon-i<enan, S. 48, 115 73 251 Ringbom, H. 125 non-transactional actions Poynton, C. 140-2,229 Rodchenko, A. 29 63-4,74,76,78,113, Prague school 6 Rodin, A. 224,240,256 239 printed page 178-9 Rothko, M. 220,225, 231 non-transactional reactions processes 49, 59-78, Rowley-Jolivet, E. 90 68,74,76,78,240 79-110 Ryman, M. 168,216, 223, production technology 225 objective images 143-8 217-18 objects 240-2,249-50 projective processes 73, 77 Sacks, H. 121 offer 119-20,122,127, public distance see Saint-Martin, F. de 21 5 148-9,250,264 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. 6 238 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. 4 79-80,81,114, reading paths 204-8 Scollon, S. 4 116-20,239,268 real 186-93,203,209, Segal, G. 243 Peirce, C.S. 8 256,269 semiosis see sign-making,i
Index 291 senser 68, 75 synthesizing technology unidirectional transaction sensory coding orientation 217-19 actions 75,78 164-5,167,252, unstructured analytical 254-5 taxonomy 79-87 processes 92-4, 104, setting 72, 74, 1l0, ll2, technological coding ll3 152,172,243,255, orientation 165 Uspensky, B. 202 269 technology 217-20 utterance 75 sequential bidirectionality television 126,120-1, 66 127-8,132,184-5, value (as colour feature) Shepherd, J. 130 262-4 233,237,238 sign 8,12 temporal analytical van Doesburg, T. 90-1, signifier materials 216-17 processes 94-5, 104 168-9 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 124-9 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. 92 149,152,251 timelines 94-5 vector 42, 46, 59, 60-2, spatio-temporal analytical Titian 176 70-2,74-5,91,117, structures 101-3 top-down angle 144-5 180,239,240-2,244, speaker see sayer topographical processes 258,268,269 speech acts 122-3 98-101,104 verbal processes 68, 75, speech process see verbal topological processes 77-8,261 process 98-100,104 vertical angle 140-3 subject-initiated toys 239, 242, 247-8, 249, volumes 49 dynamicization 261 251,252-4,255 von Neurath, O. 101 subjective image 129-42, transaction 50 143 transactional actions 64-6, websites 128,132-3, subordinate 79-80, 107 74,108,239 181-2,186,198-9 suggestive symbolic transactional reactions 68, Whorf, B. L. 1-2 processes 105-7 74,240 Williams, R. 179 Suleiman, U. 252 transduction 39 Williamson, J. 47 superordinate 79-80 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, 60 110-13,115-16,142, 105-8,248 triptych 198-201,209 152-3,181-2,2ll