Jean-Marie Floch / Alec McHoul / Pierre Van Osselaer
Librería Samer Atenea
Librería Aciertas (Toledo)
Kálamo Books
Librería Perelló (Valencia)
Librería Elías (Asturias)
Donde los libros
Librería Kolima (Madrid)
Librería Proteo (Málaga)
Translated from the French by Pierre vanOsselaer and Alec McHoul, the six essays ofVisual Identities are an important contributionto the growing field of industrial semiotics.Floch’s major strength is his analysis of signsin a way which is both industrially relevantand textually precise. Until recently there havebeen two quite different and distinct waysof understanding commercial signs, such aslogos and advertisements. Industry-basedwork has tended to look at questions ofmarketing and has often been reduced to themass psychology of ’appeal’ and audienceresearch, whereas the textual analysis ofcommercial signs has tended to come fromlimited positions of identity politics and criticism(Marxism, feminism, etc.) Floch manages tofind a way between (and also outside) thesetraditions. In doing so he has produced a bookwhich will interest industrial practitioners inadvertising, marketing and design as well asstudents and academics in semiotics.
