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Rhetorical Appeals in Visual Design

This document provides definitions for various rhetorical devices and modes of persuasion including ethos, pathos, logos, antithesis, hyperbole, irony, metaphor, metonymy, parody, personification, pun, and synecdoche. It explains that ethos appeals to credibility, pathos to emotion, and logos uses facts and logic. Other devices defined are antithesis using contrast, hyperbole using exaggeration, irony using contradictory language, and metaphor making analogies. Further devices are metonymy substituting attributes, parody using satire, personification giving human qualities to things, puns using homonyms, and synecdoche using parts to represent wholes.

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kristen
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15 views19 pages

Rhetorical Appeals in Visual Design

This document provides definitions for various rhetorical devices and modes of persuasion including ethos, pathos, logos, antithesis, hyperbole, irony, metaphor, metonymy, parody, personification, pun, and synecdoche. It explains that ethos appeals to credibility, pathos to emotion, and logos uses facts and logic. Other devices defined are antithesis using contrast, hyperbole using exaggeration, irony using contradictory language, and metaphor making analogies. Further devices are metonymy substituting attributes, parody using satire, personification giving human qualities to things, puns using homonyms, and synecdoche using parts to represent wholes.

Uploaded by

kristen
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

learning

rhetoric
kristen ashton

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.

pathos

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.

hyperbole

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.

logos

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.

ethos

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.

pun

When an animal or object takes


on the attributes and/or actions
of
a
person,
this
is
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.

personification

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.

synecdoche

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.

metaphor

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.

metonymy

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.

parody

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
idea of love and hate are
juxtaposed as well as this syrup
and an image of George Bush. The
general population either loves or
hates both of these things.

antithesis

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.

irony

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 .

Ethos

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.

logos

Pathos uses the power of emotion to


persuade people to see a particular
point of [Link] we see images of
people holding signs in protest to
a law. These people are all
afflicted with health problems.

pathos

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.

mind map/ matrix

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.

reflection

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

Common questions

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Metonymy and synecdoche are both figures of speech but differ in their applications. Metonymy involves substituting the name of an attribute or related concept for the actual thing meant, as in Pringles using the chip's crisp and hot attributes instead of showing the chip itself . In contrast, synecdoche uses a part to represent the whole, such as the skin and eye of an elephant implying the entire animal's presence, enhancing power beyond straightforward imagery .

Parody is employed as a rhetorical tool in creating visual narratives by imitating styles humorously or satirically. The document uses an example where a railing resembling music notes plays on the idea of 'music of the people.' This creative visual narrative substitutes typical musical imagery, ingeniously blending literal and figurative components to engage viewers with its unique, humorous representation .

Irony in advertising is used to signify a meaning opposite to what is expressed, often humorously. In the document, irony is exemplified by a can of Rust-Oleum claiming to stop rust while being covered in rust itself. This deliberate contrast between the message and the visual presentation captures attention and conveys a deeper message, engaging the audience's cognitive faculties through humor .

The concept of pathos in digital communication, such as on social media platforms, is used to evoke emotions and persuade people through emotional appeal. The document provides an example of how likes on Facebook are not enough to support a cause, emphasizing the need for direct action. The use of black and white imagery adds dramatic effect, and the message aims to incite emotional responses and encourage volunteerism by providing contact information, hence urging the audience to engage beyond mere digital acknowledgment .

Incorporating personification in advertisements can humanize an object or concept, making it relatable and appealing to consumers. The document describes an advertisement featuring a bison posed in human-like standing posture and wearing clothing, thereby attributing human characteristics to the animal. This strategy creates an engaging and memorable image that captures attention and reinforces brand recognition through its creative and humorous appeal .

Puns in advertisements are effective for providing humor and enhancing brand recognition. The document provides the Volkswagen ad with the phrase "Father and Sun," a play on "Father and Son," implying the car is suited for sunny weather with its convertible top. This wordplay immediately associates humor with the brand while making a connection to the product's feature, thus reinforcing brand messaging and consumer engagement .

Learning semiotics can significantly enhance graphic design by providing a toolkit of graphic design formulas that aid in creating visually engaging and clear messages. The document mentions how semiotics aids in organizing and synthesizing visuals to create more grounded and interesting presentations of ideas. It helps designers effectively use index, icons, symbols, and rhetorical tropes to convey messages that capture attention and persuade viewers .

Antithesis in persuasive communication is significant because it juxtaposes two opposing ideas to create a stark contrast, thereby emphasizing meaning. The document illustrates this with the example of contrasting love and hate, or products like syrup and personal figures like George Bush, where people have polarized opinions. This sharpens the message's persuasiveness by highlighting the differences and engaging the audience's emotions effectively .

Ethos contributes to the credibility of advertisements by leveraging the ethical appeal of using credible sources or celebrities. The document illustrates this with an example where a celebrity like Gwen Stefani is used to market nail polish, adding credibility and influencing the target audience who respect or admire her. This technique can also involve experts like dentists for toothpaste ads to persuade more effectively .

Hyperbole in visual advertising is used as an exaggeration to grab the viewer's attention. It creates a more visually interesting image than a literal representation. An example given in the document is of a woman using a shoe's opening to make it appear as though her mouth is agape in excitement, which is not meant to be taken literally but instead adds complexity and unexpectedness to catch attention .

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