Analyzing the Communicative Functions in Typography (the Posters of Asma’ol Hosna in Iran) Using Jakobson’s Approach

The present study attempts to address the issue of typographic communicational methods in posters. The purpose is to investigate the visual elements in creating the communicative functions of typographies of Asma’ol Hosna’s posters based on Jakobson’s communication theory. The question is: By what visual elements are the communicative functions in typography of posters this study propounded? The result of the study by using descriptive analytics method and 17 samples shows: Referential function in Typography as readability (extensional), in the emotive function (expressive) the transmitter’s intellectual and ideological values are appeared through the psychology of form and color and structure. In the conative (impressive) function, the attractive signifiers are used to attract. The aesthetic function makes the orientation and emphasis on the message clear, and metalingual function, as extra-pictorial elements, displays visual codes. In the phatic function, the relationship context of artist with audience by poster is effective.