Week 4 Introduction to rhetoric in communication design
This week's reading discusses rhetorics is the art of persuasion. The persuasiveness of images, and of the devices that are used to persuade the audience.
Reading
Visual language: perspectives for both makers and users.
Classical rhetoric:
Rhetoric is the art of persuasion. There are classical rhetoric and modern persuasion. For classical rhetoric, the speaker or rhetoric attempts to persuade the audience to adapt to a particular point of view. This is usually verbal. It received extensive education in the 17th and 18th centuries. The Roman politician Cicero proposed five steps to effectively persuade the public which are lnventio, Dispositio, Elocutio, Actio and Memoria. Classical advisers did point out the importance of the use of visual language and the use of metaphors, and emphasized the power of speech. Ouintilian, who recommended evidentia as a stylistic technique: make as much use as possible of illustration, so that the listener will easily be able to visualize what you are saying.[1]
Modern rhetoric:
Modern rhetoric refers to the 20th century. It makes use of the media, photography, radio, television, developed psychology and marketing to apply into the art of persuasion. Modern rhetoric was more so a form of visual communication, and not only through speech. There are three important questions about the differences between a rhetorical monologue and visual communication. Rhetoric speaks some persuasive words and images. With pictures only, without text.[2]
In comparison to classical rhetoric, Rhetoric says something about texts and images that aim to persuade. If only with the pictures only, without text and sender, etc., you cannot always be sure what they are trying to convince you. In the modern information society, we must first draw the attention of the audience, and here images, in particular, have an advantage over text.
There are three important insight from rhetoric is the division of types of instruments of persuasion into ethos, pathos and logos.[3]
Ethos in images
Ethos is the credibility of the rhetor, the person or institution who wants to persuade the viewer of a message by means of an image.The layout, fonts and colors also contribute to the overall impression.
Pathos in images
An image can appeal to your emotions in order to persuade you of a particular message. For example, take the image of the seal cub bludgeoned to death as a means of persuading the viewer to donate money to protect seals, the emaciated children in Africa.
Reading
Visual language: perspectives for both makers and users.
Classical rhetoric:
Rhetoric is the art of persuasion. There are classical rhetoric and modern persuasion. For classical rhetoric, the speaker or rhetoric attempts to persuade the audience to adapt to a particular point of view. This is usually verbal. It received extensive education in the 17th and 18th centuries. The Roman politician Cicero proposed five steps to effectively persuade the public which are lnventio, Dispositio, Elocutio, Actio and Memoria. Classical advisers did point out the importance of the use of visual language and the use of metaphors, and emphasized the power of speech. Ouintilian, who recommended evidentia as a stylistic technique: make as much use as possible of illustration, so that the listener will easily be able to visualize what you are saying.[1]
Modern rhetoric:
Modern rhetoric refers to the 20th century. It makes use of the media, photography, radio, television, developed psychology and marketing to apply into the art of persuasion. Modern rhetoric was more so a form of visual communication, and not only through speech. There are three important questions about the differences between a rhetorical monologue and visual communication. Rhetoric speaks some persuasive words and images. With pictures only, without text.[2]
In comparison to classical rhetoric, Rhetoric says something about texts and images that aim to persuade. If only with the pictures only, without text and sender, etc., you cannot always be sure what they are trying to convince you. In the modern information society, we must first draw the attention of the audience, and here images, in particular, have an advantage over text.
There are three important insight from rhetoric is the division of types of instruments of persuasion into ethos, pathos and logos.[3]
Ethos in images
Ethos is the credibility of the rhetor, the person or institution who wants to persuade the viewer of a message by means of an image.The layout, fonts and colors also contribute to the overall impression.
Pathos in images
An image can appeal to your emotions in order to persuade you of a particular message. For example, take the image of the seal cub bludgeoned to death as a means of persuading the viewer to donate money to protect seals, the emaciated children in Africa.
Logos in images
Photos and illustrations are highly effective in persuasion and evoking emotions because they provide the ‘real’ time.
Studies by Tom and Eves (1999) demonstrated that adverts with rhetorical devices were remembered better and were more persuasive than those without such devices. Repetition of an image or message ensures that the message is remembered for longer. It is hammered into the memory of the viewer. Repetitio, repetition within an image, is a frequently used device within visual material.
There are three keywords specifically related to framing: selection, salience and spin. Disturbing, shocking and confusing images-gentle, disgusting, and surprising feelings have a strong appeal to public (pessimistic) emotions. Images can attract people's attention, which is the strength of the advertising industry.[4]
Tutorial
Video discussion:
In that video, Nike sells a lifestyle that brings the emotional part of consumers to people's lives, they want to live healthier and find their "greatness." Feel good about the emotional benefits of jogging and healthy living and focus on the benefits of exercise. That sense of greatness can be a personal achievement. It could be just great for that person subjectively.
Writer: Pentakill
_________________________
[1] J. van den Broek et al., "Visual Rhetoric: Images that persuade," in Visual language: perspectives for both makers and users (The Hague: Eleven International Publishing, 2012), chap 6, 89-91.
[2] van den Broek et al., "Visual Rhetoric: Images that persuade," 92-94.
[3] Ibid.,95-99.
[4] Ibid.,100-106.
Bibliography
van Den Broek, Jos. " "Visual Rhetoric: Images that persuade." In Visual Language: Perspectives for Both Makers and Users. The Hague: Eleven International Publishing, 2012. Chapter 6. 88-119.
Photos and illustrations are highly effective in persuasion and evoking emotions because they provide the ‘real’ time.
Studies by Tom and Eves (1999) demonstrated that adverts with rhetorical devices were remembered better and were more persuasive than those without such devices. Repetition of an image or message ensures that the message is remembered for longer. It is hammered into the memory of the viewer. Repetitio, repetition within an image, is a frequently used device within visual material.
There are three keywords specifically related to framing: selection, salience and spin. Disturbing, shocking and confusing images-gentle, disgusting, and surprising feelings have a strong appeal to public (pessimistic) emotions. Images can attract people's attention, which is the strength of the advertising industry.[4]
Tutorial
Video discussion:
In that video, Nike sells a lifestyle that brings the emotional part of consumers to people's lives, they want to live healthier and find their "greatness." Feel good about the emotional benefits of jogging and healthy living and focus on the benefits of exercise. That sense of greatness can be a personal achievement. It could be just great for that person subjectively.
Writer: Pentakill
_________________________
[1] J. van den Broek et al., "Visual Rhetoric: Images that persuade," in Visual language: perspectives for both makers and users (The Hague: Eleven International Publishing, 2012), chap 6, 89-91.
[2] van den Broek et al., "Visual Rhetoric: Images that persuade," 92-94.
[3] Ibid.,95-99.
[4] Ibid.,100-106.
Bibliography
van Den Broek, Jos. " "Visual Rhetoric: Images that persuade." In Visual Language: Perspectives for Both Makers and Users. The Hague: Eleven International Publishing, 2012. Chapter 6. 88-119.
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