Saturday, August 28, 2010

Reading Response

This is a reading response to
Visual/Verbal Rhetoric by Gui Bonsiepe & Type + Image by Meggs.

Two means of rhetoric; persuasive means and description/analysis.

1. Word figures -- which work with the meaning of words or the position of words in the sentence
2. Idea Figures -- which work with the shaping and organization of information.

Visual/verbal comparison - a comparison that starts with verbal signs and is continued with visual signs.

Visual/verbal analogy - a relatum expressed verbally is paralleled by similar return expressed visually.

Visual/verbal metonymy - a relatum indicated by verbal signs is visualized by signs in a real relationship to the verbal relatum; e.g. case instead of effect, tool instead of activity, producer instead of product.
Visual/verbal chain - a topic begun in words and continued and completed visually.

Visual/verbal negation - verbal signs negate what is shown visually.

Visual synecdoche - a relatum expressed verbally is visualized by a part representing the whole, or vice-versa.

Verbal specification - a visual sign accompanied by only as much text s is necessary for its comprehension.

Visual substitution - one visual sign replaced by another because of its formal characteristics.

Syntactic climax and anticlimax - a purely visual figure.

Visual/verbal parallelism - visual and verbal signs representing the same relatum.

Associative mediation - one verbal sign out of a series is illustrated by a series of visual signs, which lead, in turn, to another relatum of the verbal signs.

Language is a systematic means of communicating ideas or feelings through signs.

As graphic designers, we are able to manipulate our subject matter through means of sounds, imagery, visual gestures, or marks.

Simile - a comparison or parallel between two unlike things.
[The grade on the term paper was like a slap in the face.]

Personification - the representation of inanimate object or abstractions by a human image.
[Cupid signifies love.]

Anthropomorphism - attributing human traits, thoughts, action, and speech to animals or even inanimate objects.
[The white rabbit from Alice's Adventures in Wonderland.]

Metonymy - useing the name of one thing to stand for another, related thing.
[When a newscaster states that "the White House said today".]

Pun - the phenomena that one symbol can have two or more meanings. It is the use of words in a way that suggests different meanings or plays upon similar or identical images but different meanings.

Hyperbole - exaggeration for the sake of emphasis.

Litotes the opposite of hyperbole. An understatement using a negative as a way to express an affirmative. ["He is not a bad photographer" to mean that he is a good photographer.]

Antithesis - the sharp contrast between two opposing ideas or thoughts to intensify their difference. [The revolution promised freedom but brought slavery" is more intense than "The revolution brought slavery".]

Irony - a deliberate contrast, presenting the opposite of what would be expected.
[If a fire truck caught on fire and burned.]

Allegory - a symbolic representation. A literal device or character is used as a symbol for an idea or principle. [The Statue of Liberty is an allegorical figure for freedom. The United States is signified by the allegorical figure, Uncle Sam.]

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