In order to apply any rhetorical theories discussed in my essay, we need to understand how they can be applied to visual communication. Understanding the definitions within the context of spoken and written language and then through keywords, we can start to understand how that can be connected to visual communication.
Topoi
The following definition is taken from my dissertation
There are 7 kinds of topics (with about 27 total) and 8 special topics. But for this purpose and the subject area that I'm looking to base my practical around these are the four most common topoi relating to political visual communication:
- Greater/Lesser
- Future Fact
- Past Fact
- Possible/Impossible
Below are ways each mode can be related to visual communication
The Greater Good / Lesser Evil
The “greater/lesser” topic is a perennial favourite among arguments since it focuses on whether something is better or worse than something else. Donald Trump vs Hillary Clinton. Manchester United vs Manchester City. This topic would cover these kind of arguments. In relation to visual communication using images of the 'lesser evil' to really portray them in a bad light, therefore making the 'greater good' more appealing. For example, a pro-Clinton campaign could portray Donald Trump as the devil to make Hillary look more desirable.
The “greater/lesser” topic is a perennial favourite among arguments since it focuses on whether something is better or worse than something else. Donald Trump vs Hillary Clinton. Manchester United vs Manchester City. This topic would cover these kind of arguments. In relation to visual communication using images of the 'lesser evil' to really portray them in a bad light, therefore making the 'greater good' more appealing. For example, a pro-Clinton campaign could portray Donald Trump as the devil to make Hillary look more desirable.
Future Fact: Look What’s Going to Happen
An argument based on “future fact” is about what should happen right now because of what will happen inevitably. This can be applied within a tagline and made stronger with imagery, for example, a campaign could state that immigration will rise by 50% in the next 5 years and then back that up with an image of riots and chaos caused by the immigrants to demonstration the future of immigration. Using imagery and text makes the audience react emotionally as it gives them a visual to connect to and in essence, they begin to understand the true reality of the message.
An argument based on “future fact” is about what should happen right now because of what will happen inevitably. This can be applied within a tagline and made stronger with imagery, for example, a campaign could state that immigration will rise by 50% in the next 5 years and then back that up with an image of riots and chaos caused by the immigrants to demonstration the future of immigration. Using imagery and text makes the audience react emotionally as it gives them a visual to connect to and in essence, they begin to understand the true reality of the message.
Past Fact: Look What Happened
This argument must prove that her point is either inevitable or highly likely to happen because of something that has already happened. Again, this can be applied within a tagline and made stronger with imagery, by stating a point about what happened in the past and then by using imagery, so the audience can visually understand the point which adds emotional connection to the overall message.
Mission Impossible (or Possible)
This Topoi considers whether your point is actually possible or what you're arguing against is impossible. This argument is normally made through the use of a tagline or text within the design but can often be made through the use of images to further explain the concept or to apply emotion to the argument.
This argument must prove that her point is either inevitable or highly likely to happen because of something that has already happened. Again, this can be applied within a tagline and made stronger with imagery, by stating a point about what happened in the past and then by using imagery, so the audience can visually understand the point which adds emotional connection to the overall message.
Mission Impossible (or Possible)
This Topoi considers whether your point is actually possible or what you're arguing against is impossible. This argument is normally made through the use of a tagline or text within the design but can often be made through the use of images to further explain the concept or to apply emotion to the argument.
No comments:
Post a Comment