David H. T. Scott

This book sets out to explore the way, with the onset of a new and integral relationship between text and image, the modern poster is able to evolve distinctive persuasive strategies that will transform modern advertising. The book shows how this fundamental development is closely related to contemporary developments in the visual arts - in particular Futurism and Art Deco - and reflects the increasing cross-fertilisation and symbiosis between art and graphic design. The book focuses in particular on the way conventional textual strategies - metaphor, metonymy, rebus - are adapted by the modern poster to produce visual or textual/visual equivalents which, through their employment of combined pictorial and linguistic elements maximise their attractive or persuasive power over the viewer/reader. A key aim of the book is to clarify the assumptions on which semiology (the study of signs) is based in the context of modern poster artists' practice. The text/image relation is explored through five chapters focussing on (1) the rhetoric of image/text in general; (2) text and image in airline logos: British Airways and Air France; (3) visual metonymies in boxing posters; (4) text and image in posters expressing speed; (5) text/image in Swiss tourist posters. There are approximately 120 colour illustrations arranged in groups that reflect the different orientations of the chapters.

The Rhetoric of Image-text

Poetics of the Poster

Patrick Wright

Barbara Wright

Fanfarlo

David Scott

From Gautier to Baudrillard

Semiologies of Travel

What separates the chaos of fighting from the coherent ritual of boxing? According to author David Scott, it is a collection of aesthetic constructions, including the shape of the ring, the predictable rhythm of timed rounds, the uniformity of the boxers? glamorous attire, and the stylization of the combatants? posture and punches. In The Art and Aesthetics of Boxing, Scott explores the ways in which these and other aesthetic elements of the sport have evolved over time. Scott comprehensively addresses the rich dialogue between boxing and the arts, suggesting that boxing not only possesses intrinsic aesthetic qualities but also has inspired painters, graphic designers, surrealist poets, and modern writers to identify, expand, and respond to the aesthetic properties of the sport. Divided into three parts, the book moves from a consideration of the evolution and intrinsic aesthetics of boxing to the responses to the sport by cubist and futurist painters and sculptors, installation artists, poster designers, photographers, and, finally, surrealist poets and modernist writers. ø With distinctive illustrations and photographs in nine short chapters, Scott creates a visual as well as a textual narrative that supplements and concretely demonstrates the deep, dynamic relationship between the art of boxing and the world of art and literature.

The Art and Aesthetics of Boxing

David H. T. Scott

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