Abstract:
In this paper, I question the notion that "The Visual" is a culturally transparent means of communication (Neurath, 1937, 1948). I will be demonstrating how different cultures (Japanese and British) use the resources of visual communication, in ways that are related to their specific underlying value systems. In order to show this I draw on advertisements from both countries and use the visual grammar developed by Kress and van Leeuwen (1990,...
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