Publisher : Ava publishing sa 2003 Singapore
Distributer : Thames and Hudson
In London
"as consumers of visual art we have become highly sophisticated readers of signs and signals. We decode meaning from compositions with subconscious ease. It is important for artists and designers to have an understanding of how meaning is formed and the way that readers can be led to meaning through juxtaposition of words and images, our visual language."
Page 8/9
"a sign is something which stands to somebody for something in some respect or capacity"
Page 25
"the meaning of any sign is affected by who is reading that sign. Pierce recognised a creative process of exchange between the sign and the reader."
Page 54
"the consistent use of soft focus for example in film and advertising has found it's way into our consciousness to a degree that it is universally read as sentimental or soft-hearted"
Page 57
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