Typographie: Gewand und Körper des Textes - Linguistische Überlegungen zu typographischer Gestaltung.

Autor/in	Stöckl, Hartmut
Titel	Typographie: Gewand und Körper des Textes - Linguistische Überlegungen zu typographischer Gestaltung.
Quelle	In: Zeitschrift für angewandte Linguistik, (2004) 41, S. 5-48Verfügbarkeit
Beigaben	Abbildungen; Anmerkungen; Literaturangaben
Sprache	deutsch
Dokumenttyp	gedruckt; Zeitschriftenaufsatz
ISSN	1433-9889
Schlagwörter	Angewandte Linguistik; Funktionale Grammatik; Grafem; Semantik; Semiotik; Text; Textanalyse; Schrift; Schriftsprache; Werbung; Grafische Darstellung; Zeichen
Abstract	The article sketches out a semiotic and functional-grammatic theory of language's typographic and text-graphic forms. Departing from the two metaphors in the title, body and dress, the author finds the basis of typography's functional flexibility in the semiotic properties of graphic signs, which can serve both as a means to encode spoken language as well as to communicate a welter of additional connotative and pictorially based meanings. In its main part the article outlines the structural and functional resources of typography as a separate mode, which interacts and cooperates with language, image, sound etc. in the multimodal text. Based on the subdivision of four typographic levels, the study illustrates with the help of examples drawn from advertising and book design how various typographic means interlock to build formal and semantic links to numerous linguistic text levels. Finally, the contribution examines the ways in which typography achieves its communicative effects, four of which are classified as crucial: 1) structuring visual space, 2) creating pictorial effects, 3) highlighting linguistic and pragmatic text structures, 4) reproducing and shaping cultural and media conventions. (Verlag, adapt.).
Erfasst von	Informationszentrum für Fremdsprachenforschung, Marburg
Update	2023/1