After discussing broad cultural drivers behind the development of kinetic typography, the chapter outlines an approach to analysing kinetic typography which is based on Halliday's theory of transitivity, as applied by Kress and Van Leeuwen to visual images.
|Title of host publication||Semiotics and Visual Communication : Concepts and Practices|
|Place of Publication||Cambridge|
|Publisher||Cambridge Scholars Press|
|Publication status||Published - 2014|
- kinetic typography, semiotics, transitivity