Rhetoric - The strategic use of language as a foundation for reasoned argument
The classical art of rhetoric involves several distinct phases which may be described as: a. The discovery of ideas b. The arrangement of ideas c. The stylistic treatment of ideas d. The manner in which the subject matter is presented. Each of the phases correspond directly to graphic design methodologies such as concept, composition, style and format.
Rhetorical terms utilized in graphic design:
Irony - a sign is employed to convey an oppositional meaning or to communicate a contradiction
Antithesis - contrasting terms are placed together in order to emphasize their differences. This can also be used in the form of contrasting imagery in order to produce a dramatic effect
Metonymy - a word or phrase is substituted for another which is closely associated. This can be achieved through an image or name that can be replaced by a symbol that encompases similar connotations
Pun - a play on words. A designer may choose to use an image or symbol that has more than one direct meaning
Metaphor - a word or phrase that is applied to an object or action that it does not denote. This is used to imply a certain characteristics and can be done through the use of connotations of a sign or symbol
Personification - attributing human features and characteristics to an animal or inanimate object
Herperbole - exaggeration for the purpose of emphasis or dramatic effect. This may apply to relative scale of type and image
From reading and making notes from this piece of text, it has bettered my understanding of a variety of visual methods used in graphic design and the terms that are associated with methods.
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