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Graphic Design as Communication - Malcolm Barnard

Graphic Design as Communication

Paperback Published: 14th January 2005
ISBN: 9780415278133
Number Of Pages: 196

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What is the point of graphic design? Is it advertising or is it art? What purpose does it serve in our society and culture? Malcolm Barnard explores how meaning and identity are at the core of every graphic design project and argues that the role and function of graphic design is, and always has been, communication.
Drawing on a range of theoretical approaches including those of Derrida, Saussure, Foucault, and Barthes, and taking examples from advertising, magazines, illustration, website design, comics, greetings cards and packaging, Graphic Design as Communication looks at how graphic design contributes to the formation of social and cultural identities. Malcolm Barnard discusses the ways in which racial/ethnic groups, age groups and gender groups are represented in graphic design, as well as how images and texts communicate with different cultural groups. He also explores how graphic design relates to both European and American modernism, and its relevance to postmodernism and globalisation in the twenty-first century and asks why, when graphic design is such an integral part of our society and culture, it is not acknowledged and understood in the same way that art is.

List of illustrationsp. x
Acknowledgementsp. xi
Introductionp. 1
Introductionp. 1
Who is this book for?p. 5
What is this book about?p. 6
Chapter outlinesp. 7
Graphic Design and Communicationp. 9
Introductionp. 9
What is graphic design?p. 10
The functions of graphic designp. 13
Informationp. 14
Persuasionp. 15
Decorationp. 15
Magicp. 15
Metalinguistic and phatic functionsp. 16
What is communication?p. 18
Communication theoryp. 20
Semiologyp. 24
Signs and codesp. 26
Conclusionp. 28
Further readingp. 29
Meaning: Words and Imagesp. 30
Introductionp. 30
Types of signsp. 33
Meaning: denotation and connotationp. 35
Meaning: layoutp. 38
Meaning: anchorage and relayp. 45
Foucault and graphic designp. 49
Metaphor/metonymy/synechdochep. 50
Conclusionp. 55
Further readingp. 55
Social, Cultural and Economic Functionsp. 57
Introductionp. 57
The relation to society and culturep. 57
Societyp. 59
Social functionsp. 61
Culturep. 66
Cultural functionsp. 68
Childhoodp. 68
Genderp. 72
The relation to economicsp. 75
Consumptionp. 77
Anti-consumptionp. 77
Conclusionp. 80
Further readingp. 80
Audiences and Marketsp. 82
Introductionp. 82
Target practicep. 83
Ethnicity/racep. 85
Agep. 92
Genderp. 104
Conclusionp. 108
Further readingp. 109
Modernismp. 111
Introductionp. 111
What is modernism?p. 111
Modernism and graphic designp. 113
European modernismp. 120
American modernismp. 129
Conclusionp. 134
Further readingp. 135
Postmodernism and Globalisationp. 137
Introductionp. 137
What is postmodernism?p. 138
Postmodernism and graphic designp. 142
What is globalisation?p. 151
Globalisation and graphic designp. 153
Conclusionp. 160
Further readingp. 161
Graphic Design and Artp. 162
Introductionp. 162
Art, graphic design and meaningp. 163
The artist and the designerp. 164
Cultural significancep. 165
Expression and individualityp. 167
Creativity and problem-solvingp. 169
Functionp. 172
Aurap. 175
Conclusionp. 178
Further readingp. 178
Conclusionp. 179
Bibliographyp. 184
Indexp. 192
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780415278133
ISBN-10: 0415278139
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 196
Published: 14th January 2005
Country of Publication: GB
Dimensions (cm): 23.37 x 15.6  x 1.19
Weight (kg): 0.33
Edition Number: 1