Strati-Graphics. Relationships Between Graphics and Photography in Print Advertisement

  • Giacomo FestiEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1140)


The semiotic approach is adopted here to analyze the interactions between the graphic mode and the photographic mode within promotional communication. A corpus of advertising campaigns is used to explore the two ways graphics and photography are contributing to the process of meaning creation: the projection of the graphic within the simulated space of the photographic or the overlapping of a graphic layer on the photographic one. The rhetoric dimension of discourse is solicited to interpret the effects of meaning of these two logics of compositions: deepening the initial main configuration or working on a polemical confrontation between the two layers of meaning.


Layering Adherence Figural reading Semiotics Advertising Interpretation 


  1. Anceschi, G.: Oltre la grafica. Intervista con Giovanni Anceschi. In: Camuffo, G., Dalla Mura, M. (eds.) Graphic Design Worlds/Words, pp. 20–27. Mondadori Electa, Milano (2011)Google Scholar
  2. Basso Fossali, P.: La promozione dei valori. Semiotica della comunicazione e dei consumi. Angeli, Milano (2008)Google Scholar
  3. Basso Fossali, P.: Il Trittico 1976 di Francis Bacon. Con “Note sulla semiotica della pittura”. ETS, Pisa (2013)Google Scholar
  4. Bolter, J.D., Grusin, R.: Remediation. Understanding New Media. The MIT Press, Cambridge (2000)Google Scholar
  5. Fontanille, J.: Figure del corpo. Roma, Meltemi (2004)Google Scholar
  6. Fontanille, J.: Hétérogénéités et rhétoriques du visuel. Résolutions & manipulations polysensorielles et multimodales (2008). Congress communication. Accessed 23 Nov 2018
  7. Manovich, L.: Software Culture. Olivares, Milano (2010)Google Scholar
  8. Polidoro, P.: Che cos’è la semiotica visiva. Carocci, Roma (2008)Google Scholar
  9. Thürlemann, F.: La double spatialité en peinture: espace simulé et topologie planaire. Actes Sémiotiques, Bulletin 20, 34–46 (1981)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Graphic Design and Art Direction DepartmentNABA, MilanoMilanItaly

Personalised recommendations