MODES OF APPEAL LOGOS
............................................... ............................................... using clear vector graphics, directional elements, and sans-serif descriptions this how-to guide clearly and logically explains the photo lettering process. the colors and decorative typefaces are logical because of it’s associations with photo lettering. (from the photo lettering viewbook)
this informational map of San Francisco gives a logical view of the city by only using text to name the streets and color to show the areas of the city. (by Axis Maps)
this type guide gives factual information through the use of clear informational vector graphics and color coding. Any type amateur can learn the do’s and don’ts of the type world. (by Co. Design)
MODES OF APPEAL ETHOS
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the traditional serif typeface shows a credible company, as well as the logo that acts as a seal of approval. (by Daniel Cole)
the use of the bold, oblique type supports the Jimmy John’s brand and tagline “Freaky Fast!”. The logo also creates ethos as a recognizable symbol that reassures you of their quality food and trustworthy history. (by Mike Krol)
through the use of the the year, tagline, keywords (authentic, original, and heritage) and stylistic rendering the image creates a credible company that respects their audience’s values. (by Caleb Owen Everitt)
MODES OF APPEAL PATHOS ...............................................
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a collaborative poster between, HOPE (Helping Other People Everywhere) and Obey to raise awareness for Darfur. the powerful and motivational imagery of the children focuses on the future of Darfur. (by Shepard Fairey, Florencio Zavala, Jesselisa Moretti, Cleon Peterson, Zach Gibson, Casey Ryder and Kristian Henson)
this vintage, 1953 Royal typewriter ad uses color to target specific persons. Every color evokes a feeling and carries connotation. Here pink is for the frivolous, blue for the calm and collected, grey for the conservative, and charcoal for the executive.
this postcard welcomes you to Portland, Oregon by using imagery as text. It creates a romantic ideal of the city of bikes, roses, timber and nature. As well as scruffy men in plaid. (by Betty Turbo)
RHETORICAL TROPES
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PARODY
......................................................... bp, a global gas and oil company was known for promoting themselves as an environmentally friendly company. their logo symbolizes dynamic energy. after the 2010 oil spill they quickly turned into one of the most hated companies. (artist unknown)
RHETORICAL TROPES
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PERSONIFICATION
......................................................... the illustration of the monkey is assigned human qualities through the clothing as well as the unnatural context it is in. (by Luke Drozd)
RHETORICAL TROPES
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HYPERBOLE
......................................................... the shape of Idaho is scaled down to mimic the shape of a grand piano. this represents the origins of the musician and the type of music he plays. (by Jason Munn)
RHETORICAL TROPES
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PUN
......................................................... the similar sounding words/shapes of a polar bear and the molar tooth are compared to give a humorous new meaning. (by Zach Terell)
RHETORICAL TROPES
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ANTITHESIS .........................................................
this poster compares two contrasting ideas by literally combining the idea of the fighting political parties to the idea of peace. (by Invisible Children)
RHETORICAL TROPES
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IR ON Y
......................................................... the bunny wearing a human foot creates humor and irony by showing the opposite of the typical lucky rabbits foot that humans wear (artist unknown)
RHETORICAL TROPES
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METAPHOR
......................................................... the imagery creates metaphor by using a record as the eye ball and pupil. this also creates a camparison between sound and vision. (by Christopher David Ryan)
RHETORICAL TROPES
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METONYMY
......................................................... the screwdriver is an indexical image of the connection between two things much like the en-dash. (by Luke Heyes)
RHETORICAL TROPES
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SYNECDOCHE
......................................................... the shape of the bottom of the boot and the text create an iconic representation of toy story 2. (by Wonchan Lee)
VOTE
RHETORICAL COMBOS LOGOS/METAPHOR
......................................................... ......................................................... by using an indexical image of the stock market as a metaphor for a check box on a ballot, a logical reason to vote is created.
vote
the
2012
PRESIDENTIAL ELECTION
RHETORICAL COMBOS ETHOS/PARODY
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by using a trusted symbol as a credible voice saying your vote is important, an ethical appeal is created.
VOTE
your vote for peace
RHETORICAL COMBOS PATHOS/PUN
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by using a pun on the words peace and piece, an appeal to the emotions and the need for a happy environment is created to entice the viewer to vote.
DEFINITIONS
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rhetoric personification hyperbole pun antithesis irony metaphor metonymy synecdoche parody modes of appeal logos ethos pathos
the effective use of persuasive visual and verbal language, this originated from the school of pre-socratic philosophers in ancient Greece the attribution of human features or mannerisms to the insentient
the figurative exaggeration of an object
the comparison of visual or verbal language that is similar but convey different meaning the comparison between two strong, contrasting ideas
the figurative meaning that is communicated as opposed to it’s literal meaning the substitution of one object to the resemblance of another unrelated object the substitution of an image for a related, complex idea.
the use of a part to describe or depict the whole, or vice versa.
the exaggerated imitation of something from mass culture
the behavior in which an appeal is expressed to influence an audience
the mode of appeal that uses the principles of reason and logic
the mode of appeal that uses the principles of good character and judgement the mode of appeal that uses the principles of emotional feelings and values
STATEMENT
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Rhetoric is the use of persuasive speaking or writing through figurative language. It is a very strong form of communication, because of its affect on an audience. Rhetoric can be applied to the practice of visual communication, or graphic design, as well. The foundation of visual communication starts with the idea of semiotics, by literally breaking down each component of a design. It addresses what the images and text are; what they mean and how they are interpreted; and the importance of the context it is in. Rhetoric builds upon that foundation by not only allowing us to have a voice, but how to use our voice persuasively. The rhetorical combination of type and image can create an appeal based on the logical, ethical, or emotional aspects (logos, ethos, and pathos) of an audience. Through my explorations into identifying rhetoric, modes of appeal, and employing those theories, I am continuing to learn that there is more to design than what is on the surface. Understanding rhetoric allows me to understand my design work critically and how I can shape the world around it.