— Ethos // Credibility (personal qualities)
— Pathos // Emotion
— Logos // Argument
Bush
- worms eye view
- Greek columns = power
- 'In God We Trust' — religion, control, reassurance and power
- American flag — patriotism, strength, courage
- auto-cue off screen
Castro
- impassioned speeches
- combat uniform
Pathos // Emotion
What is not shown?
What sits outside the frame?
What has been deliberately excluded?
How would this alter the perception of the image?
How would this detract from the argument the image is making?
CLASSICAL RHETORIC
Speaker // Rhetor try to persuade.
- Inventio // content, arguments, examples, anecdotes appropriate for object and public. Consider circumstance and time (kairos is prefect timing)
- Dispositio // structure of content and argument
- Elocutio // express with feeling, with style and humour, comparisons, repetitions, wordplay (entertaining / engaging)
- Memoria // familiar with the story through practise (or PowerPoints / autocue)
- Actio // presentation. Maintain eye contact, use your voice, be convincing, use gesture
Metaphors are important to persuasion:
"images of things that are not actually present made so visible in thoughts
MODERN RHETORIC
Renewed interest coincides with WWII "into processes of persuasion in the mass media, and particularly research into propaganda messages."
SPEAKER // RHETOR
Who is the speaker? Less clear in printed material. Could be originally producer of photographic image (photographer), the journalist or editor-in-chief who selected the image, or the organisation who purchased the image from another vendor.
Speaker is not always an obvious presence.
Ethos // Credibility
- objects such as white coats (doctor / scientist)
- celebrity endorsement (sportsman for sneakers)
- content of publication
- layout, typeface, colour
Pathos // Emotion
- images that are provocative
- violent, soft, quiet, misfortune, happy, attractice, etc.
- cropping of photograph (or manufacture)
- historical relevance of images (relating one to another)
- metaphors
Logos // Rationality
- realism and evocative power of photographs and illustrations
Kairos // Perfect Timing
- When is the right time to express a particular sentiment?
- When should an image or advertising campaign be released?
Rhyme // Alliteration
In text
- Rhyme // repetition of last syllable
- Alliteration // repetition of first letter
- Contrast of form // 'Cool Stuff, Hot Prices"
In images
- Rhyme // drawing connection between two similar shapes, items, forms, colour
- Verbo-pictorial scheme // image as substitute for text (glossy lips become "O" in the word "gloss"
- Repetitio // repetition of something in image, or pattern
- Contrast // clear separation of two objects or things (colour / size / statement / metaphor)
Tropes // Irregularities
- Metaphor // substitution, one thing for another. "A man is a lion." A lightbulb for idea.
- Paradox // contradictory
- Synecdoche // 1) pars pro toto (a part stands for whole) 2) totum pro parte (whole stands for part).
- 1) pars pro toto
- symbol of man stands for men's toilet (symbol means "all men"
- shoes at Auschqitz recognised for the deaths / dehumanisation of people who owned them
- bottom of two people's feet in bed stands for sex
- 2) totum pro parte
- Scotland has beaten England at football — Scotland victorious
- Comparison // similar portrayal to draw connection
- Personification // object / thing / creature made to resemble human
- Hyperbole // exaggerated figure of speech (obesity using comically overweight people rather than just a mildly overweight person // big ears on Obama in caricatures)
- Litotes // understatement
- Oxymoron // two things become paradox eg. organised chaos, pretty ugly, fire hydrant (hot) in snow (cold)
- Pastiche // imitation (reinterpretation?) / cliche of the well-known or recognised. Eg. The Beatles Abbey Road album cover reinterpreted or Uncle Sam
METAPHOR
Synectics // the bringing together of two different things
RESULT
It is possible to use illustrations / photographs to mislead the public. For example, the illustrations of possible weapons of mass destruction trucks that were used to demonstrate Iraq had chemical warheads.
- travel photographs Taj Mahal before and after
- images demonstrating what buildings will look like when they're finished (with ghost people)
- before and after photographs
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| Visual language: persepctives for both makers and users, 2012. Jos van den Broek, Willem Koetsenruijter, Jaap de Jong & Laetitia Smit. The Hague: Eleven International Publishing, pp 111 |
FRAMING
To provide with a frame. To isolate particular phenomenon and control context.
- Selection // which images will be included and what do they say? Why this and not that?
- Salience // what is portrayed, made noticeable, striking, composition, colour, perspective
- Spin // what twist is required to achieve the effect
Gestalt // explains the perceptions of visual communication
Semiotics // the process of signification
Rhetoric // how signs persuade us
Find a popular tourist destination (such as the Taj Mahal) and look for perfect images used in travel brochures versus the reality of what is seen when visited. Discuss what is manipulative about these images? How do they affect you?
Can you think of something that was released at the wrong time, or held back and reqorked bfore being released because of a certain incident? (First thoughts are the original Spider-man poster with the Twin Towers scene of a web strung between them)
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