Tonio Hölscher’s essay belongs to a particular moment in art-historical scholarship, not to mention Roman art history. The moment, to be more precise, is the mid-1980s, when semiotics was a thriving method of inquiry and two of the most formidable Romanists in the German language, Hölscher and Paul Zanker, both indebted to structural linguistics, separately set out to explain why Roman art looks the way it does. For example, Zanker, in his book The Power...