What are some of the lenses that can be used to adopt a rhetorical approach to visual communication? Element A is not presented as similar to element B, nor as different from element B; rather, A is connected to B.
When two images share structural similarities, inferences can be drawn based on relational matching see Gentner et al.
This image thus presents the idea that the Heinz brand is more natural — their ketchup consists of real tomatoes, unlike other brands which are watered down or have artificial ingredients. Typology involves classifying things according to specific types.
Consumers see that the image of the Heinz ketchup bottle has been fused with a sliced tomato. The traditional classical perspective looks at arguments and evidence to persuade an audience through rational means, while the symbolic perspective persuades an audience based on symbols, on associations.
The identification of connection as among the operations that can be set in motion by a visual rhetorical figure is a unique contribution of the new typology; the examples below will clarify how it is used.
What is a visual metaphor?
What does a rhetorical approach to advertisement help us accomplish? That is, the ad asks the consumer to draw an analogy between the two images to understand how they relate to one another.
The rhetorical purpose of the connection operation is to increase the salience of some aspect of element A — the aspect that provides the link to B. Page Beyond visual metaphor Barbara J. Alternatively, the images can share structural features; that is, a system of relations that is true of one image also can be true of the other image, regardless of whether the two images look alike e.
That is, the two images share direct physical similarity Holyoak and Thagard, McQuarrie In the meaning operation of connection, consumer inferences are directed toward how the depicted elements can be associated to create a link between them.
To use an analogy drawn from the literature on verbal rhetoric, just as metonym1 cannot be reduced to metaphor Eco, ; Jakobson, ; McQuarrie and Mick,connection is not the same as comparison. Phillips and Edward F. In this case, classifying visual structure based on three types juxtaposition, fusion, and replacement and classifying meaning operation by three types connection, similarity, and opposition are part of the typology presented.
This entry was posted in Uncategorized. Image borrowed from Google Images. Analogy is one of the core processes of cognition Forbus,and the process of analogous thinking can be separated into several basic cognitive steps: A rhetorical approach to advertisement helps us to secure the attention of consumers to make them aware of a product, service, event, etc.
What are some of the major terms and concepts that Kenney addresses to aid us study visuals from a rhetorical perspective? Often, the two images to be compared are intrinsically similar at a surface level, such as form or appearance e.
Figures of similarity allow advertisers to exploit this assumption for persuasive purposes.
The two types of rhetorical figure, schemes and tropes, are described. Most visual figures of similarity use surface matching to help consumers draw structural analogies between the two comparison images; people tend to assume that if things look alike, they share deeper essences as well Gibbs, Visual structure and meaning operation We propose the typology in Figure 2 as a means of differentiating the various ways a visual rhetorical figure can be constructed.
a special issue: metaphor and visual rhetoric. glish, and Psychology at Scarborough College, University of Toronto, and by the University of Toronto Semiotic Circle. The aim of the symposium was to.
Respond to “Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising” by Phillips and McQuarrie: What is a visual metaphor? Visual metaphors are comparisons of visual figures in advertisements which influence viewers to make inferences about the physical or structural similarities/ differences between the images.
Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising We propose a new typology that distinguishes nine types of visual rhetorical figures according to their degree of complexity and ambiguity. We then derive empirically testable predictions concerning how these different types of visual figures may influence such.
More about Beyond Visual Metaphor. a New Typology of Visual Rhetoric in Advertising Visual Media, Allegorical Consciousness, and Postmodern Culture Words | 7 Pages.
The goal of rhetorical theory is always to organize the possibilities for persuasion within a domain and to relate each possible stratagem to specific desired outcomes. In this article we develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response.
We propose a new typology that .Download