rhetoric! study of effective and persuasive communication. we are examining how signs can be put...
TRANSCRIPT
Rhetoric!
Study of effective and persuasive communication. We are examining how
signs can be put together to communicate and argue effectively.
Rhetoristotle
• For Aristotle – rhetoric is “the faculty of observing in any given case the available means of persuasion.”
• When we think rhetoric, we think how to use signs towards persuasive purposes in communication.
Rhetoric and Parts• Ethos
– Verbal—Language appropriate to audience and subject, correct grammar, fair-minded presentation.
– Visual—Uniforms, navigation, typefaces, tight design.
• Pathos– Verbal—Connotative meanings, emotionally loaded language, vivid descriptions.– Visual—Images selected, type of shot, colors.
• Logos– Verbal—Denotative meanings, statistics, charts, theoretical or abstract language, citations
from authority, explanations, and definitions– Visual—Charts, graphs, measurements, comparisons, documentations, schematics,
blueprints, organization, and arrangement.
• Kairos– The right time and/or place to ethos, pathos, logos someone about something.
Bad Kairos?
It’s a triangle peppered with Kairos
kairos
kairos
kairos
kairos
kairos
kairos
Let’s break this apart
Culture Jamming
• The purpose is to expose the reality behind corporate spin and reclaim the media and public spaces from the influence of powerful corporations.
Advertising and subvertising
Advertising and subvertising