000			01377cam a2200205 4500500
005			20250112025517.0
041			_afre
042			_adc
100	1	0	_aBéguin-Verbrugge, Annette _eauthor
245	0	0	_aLayout and literacy: The case of advertising “ploys”
260			_c2013.
500			_a18
520			_aWhat role does layout play in literacy? The dual anthropological nature of the “look of the text” provides readers with a cognitive basis to orient their reading. It consists of vector-signs that guide perception and facilitate memorization (frames, typographic levels etc.) and is integrated into a framework of visual styles that connect the text to its social dimension and raise certain expectations of the reading experience. Advertising, especially mail and online advertising, uses these signs and patterns as visual “ploys” to trigger and direct responses to a message. The enduring use of this method raises questions about the importance of layout (“visuality”) in navigating the current growing mass of written material.
690			_aMarketing lure
690			_aGraphic layout
690			_aVisuality of the text
690			_aLiteracy
786	0		_nCommunication & langages | o 176 | 2 | 2013-06-01 | p. 113-126 | 0336-1500
856	4	1	_uhttps://shs.cairn.info/journal-communication-et-langages1-2013-2-page-113?lang=en
999			_c149196 _d149196