Vertical & Horizontal Angle

Attitude refers to the relations of power and involvement that are developed between viewers and images/texts. At the level of images, attitude is expressed according to Kress and van Leeuwen (2006) through the horizontal and vertical angle of shots. More concretely, viewers’ involvement in the image is expressed through the horizontal frontal angle while his detachment is expressed through the horizontal oblique angle. The power relations between the spectator and the image are expressed through three representational choices: High vertical angle which expresses viewer’s power over the image, low vertical angle which expresses image’s power over the viewer, eye level angle which expresses equality between them.

Horizontal
The oblique angle of the chair seems to invite the viewer to take a closer look, while the frontal angle of the sofa invites the viewer, indirectly, to take a seat. Notice how the text reinforces the different roles presented in by the angles of the photograph; the seat is meant to be observed, while the sofa is meant to be used. 40.1 says, "Look at this chair, Surprisingly well-behaved considering all the studs and leather." 40.2 says, "While you are sitting on this sofa and watching TV, Give your TV something to look at for a change."

Vertical
The camera is set at a low angle, therefore giving the represented participant power. This is affirmed by the luxury car in the background, reinforcing the high status (and power) of the depicted. However, because the vertical angle is slight, the photo suggests that the power difference between the depicted and the viewer is minimal---small enough to overcome, perhaps by purchasing some DC merchandise. The rest of the DC line shows similar camera angles, encouraging the connection between DC clothes and empowerment.

http://www.stanford.edu/class/linguist34/Unit_15/perspective.htm