Creating resonance, or a particular feeling or experience you can associate with a design artefact, is the goal of the communications designers and helps instruct, delight and motivate.
The goal of the new rhetoric in visual communication, set aside from Aristotle’s rhetoric, is defined by Chris as “the effective use of reason” to “urge for the better” and “dissuade from harm”.
He provides the example of the stop sign.
Find your greatness video
Consider the Find your greatness video by Nike from the lecture (first minute only).
Chris says “when married with the emotive power of narrative to transport, move and inspire empathy in us, the resonance of design rhetoric can be a powerful motivator.” I’m going to break you off into groups for fifteen minutes and I want you to discuss the following questions. Be ready to provide some answers when we come back to the main group.
- who is the jogger?
- what does he symbolise?
- how does he symbolise this?
- what is the narrative?
- what is Nike saying?
- who is Nike speaking to?
- what action, belief, behaviour is Nike trying to encourage in this advertisement?
- does this advertisement create a sense of resonance within you?
Three kinds of rhetoric
Deliberative: (political, advisory): addresses the future, the kinds of which are ‘exhortation’ and ‘deterrence’.
Forensic: (legal) deals with the past, the kinds of which are ‘protection’ and ‘defence’.
Display: deals with the present, kinds of which are ‘raise’ or ‘censure’.
Within each kind, the audience is a judge:
- in deliberative rhetoric: a judge of the future.
- in forensic: a judge of the past.
- in display, the audience is more spectator
Design is considered deliberative because change is encouraged for the future, though deliberative rhetoric can draw on the past and display the present. Consider the effect that using facts and graphs might have in establishing a change in the future?
Consider the Find your greatness advertisement again. As a small group, discuss and then define a single deliberative statement that summarises Nike’s intent within the advertisement. You might begin “Nike is arguing that… to encourage people to…”
You have ten minutes.
When dissecting design artefacts, being able to identify the core argument of a piece of communication will help you to analyse it. In the future, knowing how to express this argument during the design process will help you to develop effective communication.
Modes of appeal
ethos: (voice) character, integrity, credibility: the design creates a relationship of identification with an audience/user.
- objects such as white coats (doctor / scientist)
- celebrity endorsement (sportsman for sneakers)
- content of publication
- layout, typeface, colour
pathos: (feeling) appeal to disposition (emotions): how well a proposition ‘fits with’ an individual or community of users; ‘touching the emotions’.
- 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: (credibility) reasoning and logic: structure of the design argument, draws together ethos and pathos
- realism and evocative power of photographs and illustrations
kairos: (timing)
- When is the right time to express a particular sentiment?
- When should an image or advertising campaign be released?
Likecholic illustration by Asaf Hanuka
We’re going to focus on Logos and a number of additional concepts which include: rhyme / alliteration, tropes / irregularities, metaphor / synectics, which help bind the arguments of ethos and ethos to create effective communication.
Upload
- GRAP 2030 Rhetorical and Metaphorical Terminology from van den Broek (2012)
- Likecoholic by Asaf Hanuka
I have uploaded an image and a text document I would like you to download, which contains a list of the different elements mentioned above. As a group, look at the image and try to define and list the various visual characteristics used in this argument. You have fifteen minutes.
- work through the list and make a note of any of the devices used within the illustration
- discuss and then define a single deliberative statement that summarises Asaf Hanuka (the illustrator’s) intent or argument within the advertisement
- how do the devices above contribute to this argument?
Make a note and come back to the main group.
No comments:
Post a Comment