rhetoric

kristen ashton

learning

pathos

This image demonstrates how little digital acknowledgement can help a person in need. Likes on Facebook are not enough to support a cause. This message is poignant and concise. The black and white imagery make it seem even more dramatic. The reliability of this makes it very successful The organization gives the viewer the tools to act by encouraging them to volunteer and by providing the contact information for the organization.

hyperbole

A hyperbole is an exaggeration used to grab the viewers attention but not meant to be taken literally. The woman pictured is using the shoes opening to make it appear as though her mouth is agape in excitement for the new collection. We know the shoe isnt actually her mouth but its much more visually interesting than a literal representation of a woman with her mouth open. This creates a much more complex image that catches the attention of the viewer and presents this information in an unexpected manner.

logos

Logos is the mode of rhetoric that utilizes a logical appeal. Facts, statistics, and advanced language are used to construct a logical argument. This image is for The Clio Awards and each section of the champagne bottle represents a different percentage of people.

ethos

Ethos refers to the ethical approach of rhetoric appeal. Often times this is done by using a celebrity for the product, as pictured in these two examples. It can also be demonstrated by a credible source, such as a dentist for toothpaste. This advertisement portrays the celebrity in a beautiful, exciting way and most would know this is Gwen Stefani and therefore (perhaps), be more influenced to buy this brand. The audience in this case would be women concerned with nail polish or anyone who likes Gwen Stefanis music.

pun

A pun is when a pair of words sound alike but have two different meanings. Here, Volkswagen uses a pun by saying Father and Sun instead of Father and Son to imply that the newer car is made for the sun with a convertible top. The audience would be of car buying age and would probably relate to this immediately. Its also humorous, which is typical for a pun. This is nostalgic and successful in that it shows the consumer the new product and refers back to the credibility and longevity of the brand with the vintage bug.

personification

When an animal or object takes on the attributes and/or actions o f a p e r s o n , t h i s i s personification. This is an image of a bison. What makes it personification is the position that the bison is standing and also the clothing it is wearing.

synecdoche

A piece of something represents a whole. In this case, they skin and eye of the elephant is enough for us to know what the rest of the image is and is much more powerful than a straightforward image of an elephant.

metaphor

A metaphor is when something is compared to another thing that is not literally applicable, but descriptive. This is not literally a hat but gives reference to the ideology of British colonial times and the tradition of tea for that culture. It is supported by the text tea like in British colonial times.

metonymy

Using the action to represent the whole idea. In this case, the idea the viewer is supposed to get is that the chip is both crispy and hot. Pringles visually describes the chip by the sound and taste rather than an image of an actual Pringles chip.

parody

This is a play on words using an ingenious substitution of people by a railing that resembles music notes on bars. The image is playing with the idea of music of the people and visually representing what that may look like if taken literally.

antithesis

Antithesis is the type of rhetoric that expresses two opposing ideas creating a stark contrast. This is visually persuasive when done successfully. In this case, The i d e a o f l o v e a n d h a t e a r e juxtaposed as well as this syrup and an image of George Bush. The general population either loves or hates both of these things.

irony

Irony is the form of rhetoric in which something is the exact opposite of what it says or claims to be. This can of Rust-oleum says it will stop rust. The irony is that the can is covered in rust.

Ethos

This example utilizes ethos by giving factual information and the perspective of an actual patient. Ethos uses the communicative tool of persuasion by showing someone that knows about the situation. In this case, it is done with perspective and reinforced with text .

logos

This is an image that uses Logos to communicate to the viewer. Logos uses statistics or facts as modes of persuasion. In this example, the health conditions are listed that would benefit by the use of marijuana.

pathos

Pathos uses the power of emotion to persuade people to see a particular point of view.Here we see images of people holding signs in protest to a law. These people are all afflicted with health problems.

mind map/ matrix

I used my mind map to extract index, icons, and symbols that represented marijuana and combined them with the 9 tropes to come up with 27 different composition sketches. They both helped immensely in generating key ideas for concepts.

reflection

Learning about semiotics has been really valuable in regards to the rest of my formal design education. It has given me a toolset, so to speak, of graphic design formulas to set up a page and make things visually interesting with a clear and concise message. Utilizing these formulas gives my designs a much more grounded point and a more interesting and efficient way of presenting my ideas. It is a much better way to work for certain projects that may need modes of persuasion to capture the eye of a passing viewer. This lesson has also given me a valuable set of vocabulary to identify when viewing others work during critique, or just understanding the design around me.

ethos: ethical/ credibility/ using a celebrity or someone who knows what they're speaking about to create appeal

pathos: emotional appeal- sympathy/anger/happiness meaningful language/imagery is used to evoke emotion

logos: (logic) using theoretical language, statistics, and facts

rhetoric: effective speech/ science of language-- i see this as eloquence

antithesis: sharp contrast/ opposition between two things to emphasize meaning/message

hyperbole: exaggeration not meant to be taken literally but used to get a message across

irony: expressing meaning by using language that typically signifies the opposite, usually humorous, deliberately contrary to the expected and funny as a result

metaphor: analogy/comparison/ using an example to explain something/ word or phrase is applied to something in which is not literally applicable// comparing something without using like or as

metonymy: a substitution of the name of an attribute/ ride- car kicks- shoesword is replaced by the function or action of the thing it is describing

parody: satire/mockery/ funny imitation

personification: a person representing or embodying a quality, concept or thing

pun: words that sound alike with different meanings

synecdoche: figure of speech in which a part is made to represent the whole of vice versa (threads/clothes, wheels/car)

Definitions