The six essays of Visual Identities are an important contribution
to the growing field of industrial semiotics. Floch's major
strength is his analysis of signs in a way which is both
industrially relevant and textually precise. Until recently there
have been two quite different and distinct ways of understanding
commerical signs, such as logos and advertisements. Industry-based
work has tended to look at questions of marketing and has often
been reduced to the mass psychology of 'appeal' and audience
research, whereas the textual analysis of commerical signs has
tended to come from limited positions of identity politics and
criticism (Marxism, feminism, etc). Floch manages to find a way
between (and also outside) these traditions. In doing so he has
produced a book which will interest industrial practitioners in
advertising, marketing and design as well as students and academics
in semiotics.
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