Rhetorical appeals and visual rhetoric

Ethos: appeal to credibility

Ethos is the author’s way of establishing trust with his/her reader

How do author’s establish credibility?

Rhetorical appeals

Pathos: appeal to emotion

How is an author trying to make the audience feel?

Logos: appeal to logic

Consistency and clarity of an argument

What evidence does the writer provide that convinces the audience that his/her argument is logical-that it makes sense?

What proof is the author offering?

Kairos: Appeal to timeliness

Type of persuasion that pertains to “the right place and the right time”

Does the author make claims about a situation that is happening right now?

How does the author make the most of a particular moment?

Definitions and applications◦Use of images as argument◦Arrangement of elements on a page ◦Use of typography (fonts, etc.)◦Analysis of existing images and visuals

What is visual rhetoric?

We use visual thinking as a major part of our cognition (thinking process)

We live in a visually dominated world, so…

We must be able to read, dissect, and produce effective visuals

Visual Rhetoric

Creating paths for the eye◦Striking, eye-catching elements◦Finding information easily

Design as rhetorical organizationConsistency in design

◦Pitfalls of pre-fab templates

Things to consider: Proximity • Whenever you vary the amount of space between

and around text elements so that related items are close to one another, you are employing the principle of proximity

Contrast • Contrast is the design features that sets some

aspects of a page from others. Primary colors: red, yellow, and blue. Secondary colors are formed by combining primary colors. Complementary colors.

Alignment• Alignment is the design feature that

provides a consistency in the placement of text and graphical elements on a page.

Text elements◦ How type functions and choosing fonts◦ Headline versus body text◦ Text and the Web

Color◦ Colors can be connected to certain emotions

Visuals and graphics◦ Clip art◦ Illustrations and diagrams◦ Graphs◦ Photographs and manipulated images

Overall design

Visual Rhetoric

“Personalities” of type◦Formal and informal fonts◦Consequences and font choices Consider effect of font choice Personality and appropriateness

Font types

Font choice will build or harm ethos (author’s credibility)◦Context and purpose of document is important

◦Cultural and visual associations of fonts should fit document

Fonts

Fonts

How text functions◦Type of text dictates font choice Emphasis and attention Information

◦Sustained readability

Differences between print and the Web◦Accommodating users and browsers

◦HTML standard fonts

◦Screen readability

Found images versus captured photographs◦Copyright◦Composition and quality

Achieving effects with photos

Photographs

Horizontal shapes give us a sense of stability and calm

Vertical shapes imply energy and activity; they are exciting

Diagonal shapes imply motion or tension

How does meaning change in these two pictures?

Space implies time, creates movement, and isolates shapes

Larger objects feel closer

The center of a picture commands the most attention

Color affects us more than shapes

What rhetorical appeals and strategies are being used here?