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Une esthétique renouvelée de la « scène de lecture » : l’iconographie publicitaire de la lecture sur les tablettes numériques

Abstract : How do images of “screen reading” transform our concept of reading? This article proposes a consideration of the cultural transition between the conventions associated with reading on paper and those associated with the reading of screen images by bringing a semiotic analysis that focuses on the advertising iconography for the iPad digital tablet. Three conclusions emerge. First, by juxtaposing images from a corpus of advertising taken from the field of print publishing with the promotional screen images, the research reveals the pervasiveness of a rhetoric of instruction in the screen images. Second, the article interrogates the manner in which the screen is used in the field of advertising as both a site of visibility for text and a limiting factor for it. Finally, this esthetic places passersby in the position of identifying physically with the depicted reader but at the same time relegates those viewers to a position of exteriority. The article encourages a reflection on the manner in which the design of screen reading sites establishes a rapport with a text that is viewed more than it is read.
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https://hal.archives-ouvertes.fr/hal-01322309
Contributor : Julia Bonaccorsi <>
Submitted on : Thursday, May 26, 2016 - 9:50:39 PM
Last modification on : Thursday, April 30, 2020 - 11:00:11 AM

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Julia Bonaccorsi. Une esthétique renouvelée de la « scène de lecture » : l’iconographie publicitaire de la lecture sur les tablettes numériques. Mémoires du livre / Studies in Book Culture, Groupe de recherches et d’études sur le livre au Québec, 2012, 3 (2), ⟨10.7202/1009350ar⟩. ⟨hal-01322309⟩

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