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VISIBLE LANGUAGE the Journal for Research on the Visual Media of Language Expression Volume VII, Number R, Winter I973

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VISIBLE LANGUAGE the Journal for Research on the Visual Media of Language Expression Volume VII, Number R, Winter I973 VISIBLE LANGUAGE The Journal for Research on the Visual Media of Language Expression Volume VII, Number r, Winter I973 5-18 Have We Bitten Off More Than We Can Chew? A Reappraisal of Visible Language for Its 25th Issue 19-40 Greek Letterforms on the Parthian Drachms Richard A. Olson 41 -50 The Language of Capitalization in Shakespeare's First Folio Carleton S. Tritt 5 1- 61 Visible Language: An Experimental Course Sharon H. Poggenpohl 63- 72 The Discrimination of Three Types of Graphic Stimuli Henry G. Timko 73-91 Book Review: Edward M. Catich's The Origin of the Serif J ost Hochuli 93-95 Abstracts of Articles in French, German, and Spanish 96 The Authors Cover: A Parthian d rachm (reverse: Volagases IV, A.D. 147- 192, class I), one of the coins discussed (see especially p. 36, Figure 8f) by Richard A. Olson in his article, "Greek Letterforms on the Parthian Drachms." Visible Language, Volume VII, Number 1, Winter 1973. Published quarterly (Winter, Spring, Summer, and Autumn) by Visible Language, cfo The Cleveland Museum of Art, Cleveland, O hio USA 44106. Copyright © 1973 by Visible Language. Dr. M erald E. Wrolstad, Editor and Publisher cfo T he Cleveland Museum of Art, Cleveland, Ohio, USA 441 o6. ADVISORY BOA RD Dr. Roland Barthes, Ecole Pratique des Hautes Etudes, Paris Fernand Baudin, Bonlez par Grez-Doiceau, Belgium Pieter Brattinga, Form Mediation International, Amsterdam R ev. Edward M. Catich, Saint Ambrose College John L. Debes III, Director, Center for Visual Literacy, R ochester, N .Y. Dr. I. J. Gelb, Oriental Institute, University of Chicago Ephraim Gleichenhaus, IOTA R epresentative, New York Dr. R andall P. Harrison, Michigan State University Ernest Hoch, ICOGRADA Representative, Reading University Albert Kapr, Hochschule fUr Grafik und Buchkunst, Leipzig Alexander Lawson, R ochester Institute for Technology R. Hunter Middleton, Chicago John Miles, Banks and Miles, London Dr. G. W. Ovink, Tetterode-Nederland, Amsterdam Charles Peignot, Paris Dr. Christopher Poulton, Applied Psychology Research Unit, Cambridge, England Dr. Marvin A. Powell, Jr., Northern Illinois University Philippe Schuwer, Librairie H achette, Paris Mary Ellen Solt, Indiana University Jack W . Stauffacher, The Greenwood Press, San Francisco Dr. Miles A. Tinker, Emeritus Professor, University of Minnesota Dr. George L. T rager, Northern Illinois University Dr. Stanley F. Wanat, International Reading Association, Delaware Dr. Dirk Wendt, Psychologisches Institut, Hamburg Michael Wood, Aberdeen, Scotland Dr. Bror Zachrisson, Director, Grafiska Institutet, Stockholm Hermann Zapf, Frankfurt am Main General Information Addressesfor Communication with the Journal All editorial and general correspondence should be addressed to the Editor, cfo The Cleveland Museum of Art, Cleveland, Ohio, USA 44106. Business correspondence about subscriptions, advertising, and related matters should be addressed to either of two addresses : North & South America : Visible Language, cfo The Cleveland Museum of Art, Cleveland, Ohio, USA 44106. Other Areas: Visible Language, cfo W &J Mackay Limited, Lordswood, Chatham, Kent, England. Subscription Rates Quarterly for one year $ 11.00 £4·6o Quarterly for two years $21.00 £8·75 Quarterly for three years Sgo.oo £12•50 Subscriptions are entered on a one-half year basis only beginning with the Winter number or with the Summer number, depending on the time your order is received and the current issue. Back Copies A limited quantity of all back numbers of the journal are available at $g.oo (£1 ·25) each. Copies should be ordered from the appropriate area business address listed above. A folder listing the contents of all past j ournal issues is available on request. Reprints rif specific articles. R eaders interested in securing copies of any of the articles published in the journal should send for the appropriate number ofthejournal, see above. Individual reprints are not available. Manuscripts All manuscripts and inquiries about research articles and other contributions to the journal should be addressed to the Editor. An Author's Guide for the organiza- tion, preparation, and submission of manuscripts is a lso available and includes special instructions for designers in preparing research reports. Authors are 3 General Information strongly advised to follow the general editorial style-headings, references, tables, captions-as shown in this and past copies of the J ournal. All copy must be double-spaced, including all references and long quotations in the text. All manuscripts should be submitted in triplicate, one of which should be an original typed copy. Authors are cau tioned to retain a copy of their manuscript to guard against loss in the mail. All illustrations should be prepared for publication by the au thor; duplicate copies may be photocopied or pencil-drawn. Abstracts. Manuscripts should be accompanied by an abstract of 100- 120 words, typed on a separa te sheet of paper. An abstract of a research paper should contain statements of (a) the problem, (b) the method, (c) the results, and (d) conclusions. Results are most important, and every abstract should contain at least the trend of results. An abstract of a discussion article should state the topics covered and the central thesis of the article. Only complete sentences should be used in abstracts. Author's Biography. Manuscripts should also be accompanied by a I00- 120 word biography of the author, listing his current position (with complete address), research and/or educational background, major publications, and current research interests. See example biographies on the Authors page in this and past copies of the Journal. Letters to the Editor The editors welcome comments on articles, reviews, and letters that have appeared in the Journal. Communications should be addressed to the Editor. T he Editor will also relay to the author your questions or comments on any article. Your response-and the author's comment in reply-will not be published without your permission and your approval of any editing. Advertising Advertising Type-page Overall Rates Size Page Size Full page Swo £40'00 26 x 41 picas 6 X ginches Half page $6o £24'00 26 X 20 picas 6 X 4t inches For inside covers, add 25%· Minimum space is a half page. Bleed pages and color accepted; write for additional information. Printed letterpress. Cost of engravings charged to advertiser at cost. Agency commission 15% · No cash discount. Advertising content subject to approval of publisher. Advertising copy and engravings should be received two months prior to quarterly publication on I january, 1 April, I j uly, and 1 October. Publishers. Advertising in a special Announcement section is available; write the Journal for information. 4 Visible Language : VII I Winter 1973 Have we bitten off more than we can chew? A reappraisal of Visible Language for its 25th issue This is the 25th issue of Visible Language (nee The Journal of Typographic Research). Its publication at the beginning of the seventh annual volume seemed an appropriate time for a reassessment of the announced Journal policy (set forth in several Editor's Reports: J anuary 1967, April 1969, Winter 1971, and Spring 1972) as well as the J ournal's performance in light of that policy. A letter was circulated asking for comment on the question: Have we bitten off more than we can chew? In its attempt to integrate research from such diverse fields as linguistics, graphic design & typography, reading, and concrete poetry, has Visible Language taken on an impossible task? To encourage constructive criticism, we further suggested the completion of one of these responses : Yes! But I would suggest. No! But Visible Language should attempt to. Response was excellent, and the Journal thanks all respondents for their thoughtful comments and suggestions. Because of space limitations and a repetition of various points, the replies printed here have been edited fairly extensively. There were many kind and encouraging words on the Journal in general (always appreciated!) ; some respondents were worried that the question implied our concern about the Journal's survival (we have learned to live with that!); and a few lost sight of the J ournal's intention of restricting itself to visible, verbal language. The editing may have sharpened some writing styles to the point of brusqueness, not intended by the authors. Only one editor's note of explanation seemed necessary; your secondary response is invited. * * * * 5 Have We Bitten OffMore Than We Can Chew? So many things are impossible, or nearly so- from a lasting symphony to hollandaise sauce- there is no reason not to try to do what Visible Language does. As a graphic designer, I value it highly for what it gives me of immediate professional interest as well as what it gives of related, tangential areas whose scope and complexity can only cause awe at the miracle of what we all work with everyday. As an artist, I rail at times a t what seems to be overly esoteric or even pedantic: concerned with what brand of canvas instead of what is the picture. But I can also welcome that seriousness and thoroughness, even doggedness, as the integrity of scholarship which gives stature to the related design areas that are anything but "seat of the pants" occupations as popularly imagined . Visible Language is truly of our times. With so much interest today in linguistics, or oral language, it is appropriate to have a publication devoted to its visual counterpart. The interest in linguistics is welcome as a sign of new "people" concerns in the sense of the old concep t that "the proper study of man is m an." T he potential is for surprising and powerful news of man and his mind that is bound to influence many fields, not the last of which would be graphics. I heartily encourage Visible Language with just the single caution to keep it more visible, less language.
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