Thursday 12 January 2017
COP3 - EVALUATION
Module Evaluation
Overall the project was a success. The dissertation expanded on from Level 4 and 5 in terms of the subject area. In Level 4 the essay researched into a number of techniques from Nazi Germany and from Level 5 I investigated Vance Packard’s 8 hidden needs. Therefore, It was a natural process to expand on techniques of persuasion and further investigates other areas that demonstrated a powerful discipline of persuasion. The research question I had undertaken was to investigate Rhetoric and understand how we could link verbal and written practises into visual communication. The question compared to Level 4 and 5 require a lot more critical thinking. It tested my knowledge and understanding of academic texts. I’d had always struggled to dissect and understand academic texts in the past two years of COP, so when I knew I’d be investigating rhetorical theories and the foundation of where rhetoric started I knew that this could be an issue for me. Greek philosopher Aristotle was the main focus of the essay and his theories, therefore the texts that discussed him and his theories were often complicated. However, I felt It gave me a lot of insight into dissecting texts and it forced me to understand what I was reading. I don’t consider myself a strong essay writer but the dissertation pushed me a lot further and from this, I can say that my essay this year has been a lot stronger in terms of research focus and writing than the previous two years.
In regards to the practical element, I felt the two campaigns I had designed and created were a massive success. The campaign situated around Bernie Sander communicated an outlet where the minority communities could hold on to. It gave minorities a sense of hope and community to feel that they were finally being represented and not seen as second class citizens. Targeting the black community the aim of the Bernie Sanders campaign was to portray Bernie as the embodiment of MLK. Seeing Bernie as the continuation of MLK legacy and 'dream'. However, even though I felt the campaign was a success, the research aspect was very restricted. I couldn't fully gather sufficient feedback or understanding of the subject matter. I wasn't American nor was I based in America, therefore, I couldn’t truly understand the needs of minorities within America. With this in mind, I had to use what I had around me to still test the rhetorical theories to see if the implementation of these methods and tools were a success even if it meant testing on people from the UK. In relation to this problem sparked the second campaign. A campaign based on UK politics fixed this problem I had with generating appropriate and effective research/feedback. Based within the UK I was able to gather the thoughts and feelings of a pre-referendum Britain, the feelings were still raw and everyone had an opinion. Therefore, the overall campaign was more successful in terms of this factor. In regards to which campaign was more success, I suppose that would be down to the rhetoric injected within the campaign. The Bernie Sanders campaign implemented more aspects of the three rhetorical theories, so you could base the success of this matter but as discussed through the development process, rhetorical theories should be implemented where necessary to the campaign. If it doesn’t need a certain rhetorical method then it shouldn’t be implemented within the design.
Overall, I felt extremely challenged throughout the module. It gave me a wider perspective of what I could be facing once I proceed onto the postgraduate course. I feel this is where the extensiveness of academic understanding and writing will come in handy. I enjoyed the overall process and created work that I was extremely proud off.
Overall the project was a success. The dissertation expanded on from Level 4 and 5 in terms of the subject area. In Level 4 the essay researched into a number of techniques from Nazi Germany and from Level 5 I investigated Vance Packard’s 8 hidden needs. Therefore, It was a natural process to expand on techniques of persuasion and further investigates other areas that demonstrated a powerful discipline of persuasion. The research question I had undertaken was to investigate Rhetoric and understand how we could link verbal and written practises into visual communication. The question compared to Level 4 and 5 require a lot more critical thinking. It tested my knowledge and understanding of academic texts. I’d had always struggled to dissect and understand academic texts in the past two years of COP, so when I knew I’d be investigating rhetorical theories and the foundation of where rhetoric started I knew that this could be an issue for me. Greek philosopher Aristotle was the main focus of the essay and his theories, therefore the texts that discussed him and his theories were often complicated. However, I felt It gave me a lot of insight into dissecting texts and it forced me to understand what I was reading. I don’t consider myself a strong essay writer but the dissertation pushed me a lot further and from this, I can say that my essay this year has been a lot stronger in terms of research focus and writing than the previous two years.
In regards to the practical element, I felt the two campaigns I had designed and created were a massive success. The campaign situated around Bernie Sander communicated an outlet where the minority communities could hold on to. It gave minorities a sense of hope and community to feel that they were finally being represented and not seen as second class citizens. Targeting the black community the aim of the Bernie Sanders campaign was to portray Bernie as the embodiment of MLK. Seeing Bernie as the continuation of MLK legacy and 'dream'. However, even though I felt the campaign was a success, the research aspect was very restricted. I couldn't fully gather sufficient feedback or understanding of the subject matter. I wasn't American nor was I based in America, therefore, I couldn’t truly understand the needs of minorities within America. With this in mind, I had to use what I had around me to still test the rhetorical theories to see if the implementation of these methods and tools were a success even if it meant testing on people from the UK. In relation to this problem sparked the second campaign. A campaign based on UK politics fixed this problem I had with generating appropriate and effective research/feedback. Based within the UK I was able to gather the thoughts and feelings of a pre-referendum Britain, the feelings were still raw and everyone had an opinion. Therefore, the overall campaign was more successful in terms of this factor. In regards to which campaign was more success, I suppose that would be down to the rhetoric injected within the campaign. The Bernie Sanders campaign implemented more aspects of the three rhetorical theories, so you could base the success of this matter but as discussed through the development process, rhetorical theories should be implemented where necessary to the campaign. If it doesn’t need a certain rhetorical method then it shouldn’t be implemented within the design.
Overall, I felt extremely challenged throughout the module. It gave me a wider perspective of what I could be facing once I proceed onto the postgraduate course. I feel this is where the extensiveness of academic understanding and writing will come in handy. I enjoyed the overall process and created work that I was extremely proud off.
Wednesday 11 January 2017
COP3 - UK REFERENDUM // CHOSEN IDEA // BREAKDOWN OF RHETORICAL METHODS USED IN EACH IDEA
The below analysis demonstrates how many rhetorical methods is used within each idea to give the best indication of what the best idea is. It's an efficient method in order to quickly evaluate each idea in comparison to the rhetorical methods.
IDEA ONE
Modes of persuasion
Logos = YES, Through the display of true and false facts.
Ethos = NO There is no credible figures or celebrities to give credit to the facts made.
Pathos = YES, The false statement would no doubt stir up an emotional response as voter understand just how many lies are told by the "Leave" camp
Five Canons
Invention = YES, this canon is universally applied to all.
Style = NO, no personality or the creative voice of the "Remain" campaign has been implemented, as this could jeopardise the credibility nature of the idea.
Arrangement = YES, Hierarchy is represented effectively through the use of the big and bold 'Tick' and 'Cross' to spark the curiosity of voters.
Memory = NO There are no links or other sources of text that could expand on the facts presented.
Delivery = YES, this canon is universally applied to all.
Arrangement = YES, Hierarchy is represented effectively through the use of the big and bold 'Tick' and 'Cross' to spark the curiosity of voters.
Memory = NO There are no links or other sources of text that could expand on the facts presented.
Delivery = YES, this canon is universally applied to all.
Four Topoi
Greater/Lesser = YES In simplest of terms the concept is applying that the "Remain" camp tells the truth and the "Leave" camp tells lies.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
IDEA ONE
Modes of persuasion
Logos = NO, no facts, statements or statistics used within the idea.
Ethos = NO & YES If there are no logos then there is no Ethos apart from understanding if the idea's professional style and aesthetics could constitute as a source of credibility.
Pathos = YES, The headline will no doubt provoke an emotional response. Generating anger and disgust at the fact that the "Leave" camp is lying.
Five Canons
Invention = YES, this canon is universally applied to all.
Style = NO, no personality or the creative voice of the "Remain" campaign has been implemented, as this could jeopardise the credibility nature of the idea.
Arrangement = YES, Hierarchy is represented effectively through the use of large text to let the user know what they should be looking at, at first glance.
Memory = NO There are no links or other sources of text that could expand on the facts presented.
Delivery = YES, this canon is universally applied to all.
Arrangement = YES, Hierarchy is represented effectively through the use of large text to let the user know what they should be looking at, at first glance.
Memory = NO There are no links or other sources of text that could expand on the facts presented.
Delivery = YES, this canon is universally applied to all.
Four Topoi
Greater/Lesser = NO, there is no comparison of two objects within the campaign.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
IDEA ONE
Modes of persuasion
Logos = YES, Yes, the implementation of the two facts supply the mode of Logos.
Ethos = NO There is no credible figures or celebrities to give credit to the facts made.
Pathos = YES, and NO The only emotional response may be when the voter finds out the true answer. Apart from the that, there isn't a lot that could provoke an emotional response.
Five Canons
Invention = YES, this canon is universally applied to all.
Style = NO, no personality or the creative voice of the "Remain" campaign has been implemented, as this could jeopardise the credibility nature of the idea.
Arrangement = YES, Hierarchy is represented effectively through the use of large text to let the user know what they should be looking at, at first glance.
Memory = NO There are no links or other sources of text that could expand on the facts presented.
Delivery = YES, this canon is universally applied to all.
Arrangement = YES, Hierarchy is represented effectively through the use of large text to let the user know what they should be looking at, at first glance.
Memory = NO There are no links or other sources of text that could expand on the facts presented.
Delivery = YES, this canon is universally applied to all.
Four Topoi
Greater/Lesser = NO, there is no comparison of two objects within the campaign.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Overall, all ideas implemented the same amount of rhetorical theories. The best option would be idea two. Even though idea two didn't implement Logos or Ethos the development of the idea could work on these issues. The main reason for chosen idea two was the recent primary research results where people felt the biggest issue o the EU referendum was the misleading statement and lying politicians.
COP3 - UK REFERENDUM // INTIAL IDEAS
IDEA ONE
This idea portrays the politicians who are running the "Leave" camp as liars by using image manipulation in a form of a smear campaign. Using Pinocchio's nose with the caption "I'm a real liar!" will portray the politician such as Nigel Farage or Boris Johnson as deceitful and untrustworthy. I've sketched out two versions one with image and text and with type only, to see if the concept is stronger without the image.
IDEA TWO
This idea lists the lies told by the "Leave" camp and Truths by the "Remain" camp. The idea is meant to showcase to the public what facts are true and what are false whilst damaging the credibility of the "Leave" campaign.
IDEA THREE
series of poster comparing something trivial to a fact. Playing on this notion that people will believe anything without question. For example, in one of the adverts, the two comparing things could say "what came first, the chicken or the *Enter false fact said by the Leave camp*. These comparisons will make it out that there is an obvious answer but then the advert reveals that that's not the case and that you should always fact check.
COP3 - UK REFERENDUM // DISTRIBUTION // COLLATERAL // INVENTION CANON
POSTERS / BILLBOARD
The billboards/poster are the starting point for the campaign. The billboards designs are a stand alone creative, different design to the rest of the collateral but still expresses the same concept and message making sure the uninformed link is still apparent. The design can be used as a poster or billboard, ensuring flexibility. The UK is a rich and powerful country, therefore, the price of billboards shouldn't be an issue for the "Remain" party. The billboard size is extremely large, allowing for maximum visibility and also legibility. The billboards act as a gateway and opening for the campaign used to really emphasise the campaign's smear of the lying politicians. The other form campaign collateral acts as an incentive for education and continuity of the agenda in a more approachable and reasonable format.
BADGES
Badges serve as a tangible piece of memorabilia that communicates inclusion and purpose, something that the billboard posters cannot achieve. Badges are something you wear on your person, something you carry with you, and something you wear with pride. Badges are fairly cheap to make, so the mass production aspect is cost effective and can be achieved for little to no cost. The badge acts as an opportunity for people to see true facts from the "Remain" campaign. Nothing is misleading, the credibility is there and so is the trust. The # also provokes a sense of pride to wear the truth and educating people about the benefits of fact checking.
Bags
Bags act in a similar set-up as the badges. It's an effective way to effortless promote the campaign. Essentially, It's on someone's back which means that it will constantly be in someone's face. Bags are also cheap to produce if the material is thin and by avoiding backpacks. The bags can have a variety of facts and not just the same fact. Spreading a number of facts and statements throughout the country with no advertising fees.
T-SHIRT
The t-shirt has a similar distribution effect to badges. Again, they are tangible, interactive and highly visible. The voters who wear the t-shirt become a walking promotion, a free source of advertising. The t-shirt is highly collectable and a piece of collateral that people love to collect to show support for the "Remain" camp.
The T-Shirts can also display the images of Boris and Farage in the same way as the posters do. It may not be presenting anything positive which demands any positive action but it stills spreads the emotion mockery and smear of both politicians.
WEBSITE
The website acts as a gateway for the public to fact check and educate themselves on the number of policies being thrown at them. The aim of the website is to act as a credible source. A place where the public can turn to for the truth and for real, credible policies. The website also allows the public to check facts from the "Leave" camp. If the website acts as a place where voters from both sides can check the fact on the "Remain" website then the opportunity is there to subconsciously persuade "Leave" voters to change their minds. This is been done within the design. Subconsciously, using the negative connotations of red to provoke an emotional response and using the positive connotation of blue to represent "Remain".
Flyer
The flyer acts as an initial point of contact to many voters on the street. Above all other campaign collateral, flyers are the cheapest to mass produce. The flyers incorporate the branding of the campaign used across the rest of the campaign. In a similar fashion to the campaign posters, a common phrase was used to entice and spark curiosity from any voter walking past. The famous phrase "LET THE TRUTH BE TOLD" incorporates the notion of truth which perfectly sums up the concept of the campaign. To make the phrase personal to the concept, the word "TRUTH" was replaced with "FACT". This ensures continuity with the concept and portraying the truth with fact checking. On the back of the flyer, a fact is presented which works in conjunction with the front. Every flyer can be different and presents all true facts from the "Remain" camp.
COP3 - SYNTHESIS DIAGRAM
In order to explicitly demonstrate the connection between the dissertation and practical, the diagram below was created to visualise this link. It all starts with the dissertation, the dissertation is where the investigation took place, uncovering and researching the three chosen theories; Aristotle's Triad model, Five Canons of Rhetoric and Aristotle's topoi. The dissertation also dissected these three theories within the practical analysis of existing political campaigns, therefore we know what strategic rhetorical methods were most popular and what ones weren't. Furthermore, the three theories can now be implemented within the practical elements, picking and choosing what appropriate theory to insert and what not according to the concept.
COP3 - UK REFERENDUM // IMPACT OF MISLEADING STATEMENTS
The impact of misleading statement is a huge problem as you saw from the list of lies from both camps in the previous blog post. Researching into this matter was slightly changeling for what I wanted to understand. I wanted raw thoughts, emotions, and opinions from the public and not just news articles stating statistics and figure about the referendum results, It doesn't allow me to comprehend how the voters really feel as the voters were the real victims and the voters will be able to give me the biggest indication of what I need to be further investigating.
When researching into the problem I stumble across the comment section of Richard Corbett (member of the labour party) article on 'long list of Leave Lies'. There was a raw discussion about the impact it had on many people and how they should resolve the issue by wanting a second referendum to hiring lawyers to prosecute politicians of the Leave camp.
Here were some of the comments:
When researching into the problem I stumble across the comment section of Richard Corbett (member of the labour party) article on 'long list of Leave Lies'. There was a raw discussion about the impact it had on many people and how they should resolve the issue by wanting a second referendum to hiring lawyers to prosecute politicians of the Leave camp.
Here were some of the comments:
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| Kathie expressed her concerns and reveals that she might have been swayed by a mislead statement. |
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| Suggestions at how lawyers could be hired to prosecute Leave campaigns' liars. This comment thread also showcases the anger and resilience to stand up and fight against the lies. |
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| Demonstrating the urge to fight back against the lies. |
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| Again, demonstrating how the lies have affected families. The disappointments and turmoil caused by misleading statements. |
COP3 - UK REFERENDUM // LIES FROM LEAVE AND REMAIN
To show the problems of misleading statements and lies told by both Leave and Remain below are some of the lies expressed by both parties. These are only some lies found by a couple of sources but it's evident from the vast list that the there is a real problem. There are no consequences for politicians who falsify statements, the only people who suffer are the public. One false statement could secure their vote for the wrong side. It's unfair and unjust considering what is at stake.
Lies from the Leave camp.
- We send £350m a week to Brussels
- We can’t stop Turkey joining
- We can’t stop a European army
- We are still liable to pay eurozone bailouts
- The UK rebate can be changed against our will
- Our VAT exemptions will be ended
- Cameron’s deal was not legally binding
- EU law is adopted by unelected bureaucrats
- We can’t control our borders in the EU
- Criminals arriving in Germany can get EU passports and come over here
- Health tourism costs us billions
- EU needs UK trade more than vice versa
- Past referendum results have been ignored
- Auditors still refuse to sign off the accounts
- CAP adds £400 to British food bills
- British steel suffers because of the EU
- Irish border will be unaffected by Brexit
- UK can’t deport EU criminals
- The UK is always outvoted
- 60-70% of laws come from EU
- Renationalisation of industries is impossible
- We get no veto on future treaty change or integration
- The budget ceiling can increase without our consent
- We thought we were only joining a free trade zone
Lies from the Remain camp
- An emergency budget would be needed a few days later.
- The UK stock market would collapse with 100s of billions of £s wiped off British companies and Global meltdown would inevitably result.
- UK Pensions triple lock would have to be removed.
- Cameron – I promise to stay on whatever the result
- Article 50 would be invoked within days
- War will break out in Northern Ireland
- War will break out in Europe, Third world war will start
- The UK will be put to the back of the queue when negotiating trade deals with the US.
- Article 50 would be invoked within days
- Senior members of armed forces are almost all against Brexit
- Turkey will not be allowed to join the EU for 100s of years
COP3 - UK REFERENDUM // FACTCHECKING ORGANISATIONS // ETHOS
I stated in an earlier blog post that the campaign will be in collaboration with Full Fact, an independent factchecking organisation based in the UK. The majority of Fact checking sites based in the UK are charities. A charity within the political spectrum will hold a non-bias representation, therefore, being trustworthy and a credible resource for all, no matter the political affiliation. A factchecking website that isn't a charity runs the risk of being biased or untrustworthy because it has no duty to serve all, even if they claim too. With this in mind, I researched whether or not charities can work in collaboration with a political movement or party, which the government explains on their website:
"Charity law defines political activity as any activity that aims to promote or oppose a change in the law or Government policy. Charities can undertake political activity in support of their charitable aims, but it’s not acceptable for a charity to pursue its aims solely through political activities. This is because charities can never have a political purpose – so an organisation which exists purely to campaign for a change in the law is not a charity. Whether or not charities choose to undertake political activity, they must never support or oppose a particular political party or endorse a particular political candidate." it continues "A charity can’t make political donations, give other financial support, or support in kind, to a political party. This is a fundamental principle of charity law. This prohibition also applies to any trading subsidiary a charity may have."
- https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/354727/Charities_politics_and_campaigning_MP_factsheet_6.pdf
What this means is I must revisit this part of my campaign and see how I can implement a credible and trustworthy factchecking resource. It's clear that the campaign cannot work with a charity so it's either find another solution or don't go forward with collaborating with other partners.
"Charity law defines political activity as any activity that aims to promote or oppose a change in the law or Government policy. Charities can undertake political activity in support of their charitable aims, but it’s not acceptable for a charity to pursue its aims solely through political activities. This is because charities can never have a political purpose – so an organisation which exists purely to campaign for a change in the law is not a charity. Whether or not charities choose to undertake political activity, they must never support or oppose a particular political party or endorse a particular political candidate." it continues "A charity can’t make political donations, give other financial support, or support in kind, to a political party. This is a fundamental principle of charity law. This prohibition also applies to any trading subsidiary a charity may have."
- https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/354727/Charities_politics_and_campaigning_MP_factsheet_6.pdf
What this means is I must revisit this part of my campaign and see how I can implement a credible and trustworthy factchecking resource. It's clear that the campaign cannot work with a charity so it's either find another solution or don't go forward with collaborating with other partners.
COP3 - UK REFERENDUM // PRIMARY RESEARCH // SURVEY RESULTS
In order to understand the biggest issues of the EU Referendum, I set out to create a survey to see if factchecking above all issues was the most concerning. My goal was to gather a number of opinions from UK voters no matter their age, race, or who they voted for. Upon a number of issues raised the main issue that the survey discussed was factchecking, through other forms of research it was important to discover whether or not factchecking and the use of misleading statements were indeed such a big problems and the only way to find that out was to hear directly from the UK public. The questions I asked were as follows:
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| If you did, how did you vote? |
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"What's your view on both 'Remain' and 'Leave' camps using misleading statements/facts to persuade voters?" - This is the section of the survey where the voter can voice their opinions and steer away from the yes or no answer tick box. It was essential to see what the voters truly thought about misleading statements and express themselves anonymously. Some of the top comments were:
"There should be a proper independent regulator in place that is essential to all party's and campaigns. Misleading statements on both sides are atrocious!"
"It's not on - people are easily influenced by certain statements surrounding immigration and the NHS. It's a way of using fear for their agenda."
From reading these comments is undeniable of the sheer anger and disappointment surrounding the issue of misleading statements. Some of the comments suggested a real solution combat the problem, such as an independent regulator. But it's clear that the feelings from the public are evident and that there is a real problem, which affects real voters of the UK.
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| If you could go back in time would you vote differently? |
Audience/Engagement
As I've mentioned in a number of other blog posts, surveys are the best solution to gather information about politics. The survey was anonymous therefore, I couldn't gather statistics such as age or demographic within the UK but as this was shared on social media the age range would be around 18-30. In total around 12 people took part but was shared to over a thousand people! What this suggest is the subject of politics is a subject that isn't too attractive or appealing for people to take time out of their day to take part in. But the other issue is surveyed in general. Surveys are overused and a dry solution to gather data but this solution was the most appropriate method to gather the information needed
COP3 - UK REFERENDUM // HASHTAG
The hashtag #wearthetruth is the chosen hashtag to embody the campaign's message and concept. The hashtag represents the truth, a source of communication were true statements and facts are spoken and delivered by the Remain camp for all to see and digest. It encourages voters to seek the truth, research, fact-check, be knowledgeable and be a part of the movement to remain within the EU. The hashtag will categorically distance itself away from the lies and instead expose the lies of the Leave camp. Thereforefore, giving the campaign credibility and trust which will be successfully intensified when applied across all collateral. #wearthetruth is adaptable and can be applied to give resilience to the concept and extra persuasive measures but can also uniquely fit the purpose of whatever it is applied too. #wearthetruth can be implemented on badges, scarves and t-shirts that will display true facts from the 'Remain' campaign. The hashtag can also be changed to #flythetruth if being applied on a flag, #hearthetruth for radio and TV and so on... These adaptions show expansion and exploration of all avenues, to dominate the public space and to spread the message to all to make sure they wear, fly, hear, display, or feel the truth.
The overall rhetoric would be applied across all collateral to further the persuasive argument that 'Remain' are loyal, credible and trustworthy while the 'leave' camp being misleading and untrustworthy. Rhetoric methods will be able to infiltrate all avenues and to effectively persuade all voters in a variety of ways as all collateral from flags, t-shirts, TV, and poster will be able to target voters no matter where they are.
The overall rhetoric would be applied across all collateral to further the persuasive argument that 'Remain' are loyal, credible and trustworthy while the 'leave' camp being misleading and untrustworthy. Rhetoric methods will be able to infiltrate all avenues and to effectively persuade all voters in a variety of ways as all collateral from flags, t-shirts, TV, and poster will be able to target voters no matter where they are.
COP3 - UK REFERENDUM // AUDIENCE
The UK Audience of all age ranges from the legal age of voting (18) and upwards. Even though the campaign is to promote the UK to remain within Europe the campaign will still aim to persuade voters who are set on voting 'Leave' or thinking about voting 'Leave' to switch over and vote 'Remain'. The process is to understand how false statements and deceit affects all voters up and down the UK and from that create a campaign that is understandable and easily digested by all, offering a solution where they can easily access the truth. To also understand the insecurities people UK voters have from the Leave camp. Why are voters voting leave and how can the campaign persuade them away from voting leave, what isn't the 'remain' camp offering or doing right? These are the types of questions that will be investigated throughout the process of the campaign.
COP3 - UK REFERENDUM // IMPROVED PROCESS
The idea to create another campaign for a political campaign based in the UK was to try to understand the problems and issues that arise from political events from within. The underlying problem around the Bernie Sanders campaign was the fact that I wasn't American nor did I live in America, therefore, I could not truly understand the thoughts, feelings and emotions that affect minorities within America. I didn't know any American people, nor any minorities, so analysing and gathering different perspectives from Americans became impossible. It left me gathering information from secondary sources and often guessing how minorities would feel, which is essentially acceptable for the challenges that were put in front of me but it didn't allow me to truly understand the issue I was dealing with and there was no way to get avoid this.
The UK referendum campaign allows me to ask the British public their thoughts and feelings on the topic without being restricted. Being British and living in Britain, all sources and primary research are regularly available to me. The UK Referendum campaign fills the hole that was left by the Bernie Sanders campaign, that "hole" being knowledgeable and informed of the subject area at hand and therefore, having unlimited access to the public and their opinions about the subjects because, like me, everyone within the UK is affected by the result. This overall will give the campaign and analysis involved more credibility if like the rest of the UK public is also affected by the subject area. Credibility is the persuasive mode of "ethos".
The UK referendum campaign allows me to ask the British public their thoughts and feelings on the topic without being restricted. Being British and living in Britain, all sources and primary research are regularly available to me. The UK Referendum campaign fills the hole that was left by the Bernie Sanders campaign, that "hole" being knowledgeable and informed of the subject area at hand and therefore, having unlimited access to the public and their opinions about the subjects because, like me, everyone within the UK is affected by the result. This overall will give the campaign and analysis involved more credibility if like the rest of the UK public is also affected by the subject area. Credibility is the persuasive mode of "ethos".
COP3 - UK REFERENDUM // REASONS WHY THE UK VOTED TO LEAVE
We have already established that the use of misleading statements from both camps would have been a big reason why the UK voted to Leave. It's also essential to gather a good degree of knowledge of other reasons why the UK may have wanted to Leave the EU. Looking into other reasons could help me in examining the overarching referendum, in general, to understand it from all angles and perspectives, to essentially educate ourselves. Also, to gather a good enough insight to build a range of ideas, concepts and hierarchy of what problems voters faced in the run-up to the referendum.
The public was non-stop pounded with a warning about being poorer if they dare leave the EU. But essentially people weren't convinced by what they were told or would rather take the chance.
Another warning the public were overcome by were Bank of England raising the prospect of a recession. Barack Obama suggesting the UK would go straight to the back of the queue in regards to securing a trade deal with the US. In the end, people felt left behind and untouched by the benefits of the economy.
£350m NHS claim gets traction
The leave camp claims that leaving the EU would free up £350m a week to spend on the NHS. This slogan is easy to understand and attractive from any voters perspective no matter age or political affiliation. With constant pushing from the Remain camp to remove the slogan, it gained traction and is considered the single most remembered figure from the campaign even though it was deemed a lie. Essentially, the statement served as a powerful demonstration of how the UK would benefit outside of the UK.
Farage makes immigration the defining issue
The proposition by Nigel Farage was a message and a chance to take back control off our borders.
Simply put, the older voters won it for Leave. In parts of the country such as south-west, Midlands and the north east. It's also revealing fact that the older you age the more likely you are to go and vote. According to the BBC, 78% of those 65 or over voted in the 2015 election, compared with 43% of 18-24-year-olds and 54% of 25-34-year-olds.
http://www.independent.co.uk/voices/brexit-eu-referendum-why-did-people-vote-leave-immigration-nhs-a7104071.html
COP3 - TIMEPLAN
Procrastination is a problem that has stopped me from becoming the next Bill Gates. It's a monkey on your back that tells you to continuously watch Sausage dogs on Youtube. I'm not an active member of time plans but I thought I'd give it a go starting from the beginning of November and all the way up to the deadline.
It helped me structure the heavy workflow and organise myself. As I was designing and blogging two campaigns the workload often becomes very confusing. My young brain couldn't make sense off all the blogging and designing I needed to do, so by planning my time I was able to efficiently organise myself. This wasn't to say that procrastination went away. It will alway be there but by setting daily goals you can see what you need to achieve, day in day out instead of constantly guessing.
Below are a few of the time plans (I didn't want to post like 20 on here). The majority of goals I achieve and some I didn't.
COP3 - UK REFERENDUM // FINAL ANAYLSIS, IN DEPTH SYNTHESIS OF UK REFERENDUM CAMPAIGN
Aristotle's Triad Model
Logos - the discussion of logic and the implementation of a logical argument through the use of facts, statements and statistics. Logos is visible through the use of the headline “Liar, Liar Pants on Fire” or “I’m a Real Liar”. This logical approach is then backed up by the link to the website. The website link acts as an outlet for more information, which only emphasises the credibility factor as the user can seek out more information and check the facts about that very statement made.
Ethos - the mode of credibility, often used to back up a fact by using celebrities or the important figures such as professors or scientists. Ethos is evident in the design of the use of imagery. For example, the image of Nigel Farage in the form of Pinocchio portrays him as a liar. The fact made is “I’m a real liar” and the credible figure is Nigel Farage as Pinocchio. Connecting them both together. If the “Ethos” link isn’t a strong credible link then the professional design aesthetics will boost the credibility factor.
Pathos - the use of emotion through colour, imagery, layout and typography to provoke an emotional response. Pathos is implemented in all aspects of the design to create an emotional incentive to portray Boris and Farage as Liars. Using skewed images to smear both politicians and provoke emotional of disgust and anger. Also, using the negative connotations of red and subconsciously applying them onto key words such as ‘Real Liar’ and ‘Leave campaign’.
Five Canons of Rhetoric
Invention - Is the beginning phase, the process of coming up with the idea, which can not essentially be analysed on the final creative. However, ‘Invention’ is documented through primary and secondary research and idea development.
Delivery - ‘Delivery’ is evidenced through the collateral and is documented within the ‘collateral in context’ design board. In essence, the ‘Delivery’ is taking into account of the presentation and application of the final creative.
Style - ‘Style’ is the only canon that hasn’t been fully implemented. ‘Style’, is about evidencing creative voice and personality. However, It’s essential to not overstep the mark between showing the personality of the candidate and losing credibility. If you show too much of your personality you lose the professionalism and the seriousness of the subject area.
Arrangement - Arrangement is evident through page structure and information hierarchy. At first glance, the large text and featured image take up the majority of the page. Making sure that these elements are the most visible as they provide the biggest impact in terms of controversy and important content. It’s these elements that will spark curiosity for the voter to further investigate. The rest of the elements are the logos and text, which are all given space to breathe by the use of the rectangle, increasing the legibility and readability factor.
Memory - Memory is the ability to recite information. Memory demonstrates that you know more information than what you actually portray. The information is the statement or fact made that the “Leave” camp are deceitful and lying to the British public. The ability to recite information is through the use of the website link where the voter can educate themselves and fact check.
Aristotle's Topoi
In regards to the implementation of Aristotle’s topoi within the EU referendum, there is no implementation of any topois. As explained in the synthesis, the main benefit of uncovering all rhetorical methods and tools within the essay, the benefit is having the option to pick and choose what methods to implement according to the concept and overall aim of the campaign. For this campaign, none of the four topoi could be applied.Within the stages of “Invention”, the discovery was made through primary research that the British public felt that misleading statements and politicians lying were the biggest problems. With the problem at hand, none of the topoi could effectively strengthen my argument or concept. Therefore, the argument could be made that one of the three rhetorical theories hasn’t been implemented but the process of dissecting and discovering all rhetorical methods and tools is that there isn’t no point of applying everything within a single campaign if it isn’t appropriate to the agenda or indented user. The flexibility is there to pick and choose the strongest persuasive methods and tools to effectively suit the target audience and concept.
Tuesday 10 January 2017
COP3 - BERNIE CAMPAIGN // COLLATERAL IN CONTEXT // INVENTION CANON
In the previous blog post, I discussed the collateral for the Bernie Sanders campaign. In the images below I applied all of the collateral in context. Having the badges, stickers, poster and such on a nice black background is aesthetically pleasing but it doesn't communicate how and where the collateral will be shown. The black community is the number one target for the Bernie campaign so seeing the collateral interacting with the black community is essential to get the overall feel and how the work should be presented.
IMAGES ON BLOGGER ARE REALLY BAD QUALITY AS IT'S PROVEN HERE
T-Shirt
The t-shirt being shown on a group of protesters who are protesting about black lives matter. The campaign can be used alongside a number of other causes that black people and all minorities face. Bernie's campaign will be the solution to these problems.
 |
| T-shirt design |
Posters & Billboard
Posters being shown in a rough/black neighbourhood. It wouldn't be appropriate to show the posters in a rich, upper-class or middle-class area as the posters and campaign are aimed at helping and finding a solution for all minority groups in America. Neighbourhoods within the black communities and many others are normally impoverished but there are still African Americans who are upper class and wealthy but the majority still in poverty.
Website
Being viewed by a black woman, further, demonstrates how the black community can interact with the campaign.
Badges
Like the T-Shirt designs, the badges can be a form of protest to encourage communities to vote for Bernie Sanders. More ways for the message to spread to others.
Protest signs
Protest signs are made for protests. Black people are more likely than any other minority groups to protest issues. With black lives matter, the divide is widening between the black community and sectors of government. The signs represent a future of change. A leader to believe in that they can count on. Bernie Sanders continuing the legacy of MLK.
Monday 9 January 2017
COP3 // UK REFERENDUM // PRIMARY RESEARCH
As I was home for the Christmas period, it felt appropriate to gather feedback on the initial posters for the EU campaign I had created as the first piece for the concept (See posters below). The main advantages from gathering feedback back home (personally) is the people. At university, everyone is surrounded by people their age with little contact outside of that bubble. Back home gave me access to people from all ages and political opinions. These people from all walks of life were deeply affected, either positively or negatively about the referendum, so the feedback becomes more raw, deep and truthful.
The questions I asked were:
"How does the portrayal of Boris and Nigel make you feel?"
"Would you consider the portrayal successful?
"Do you find them any less trustworthy if you saw this poster pre-referendum?"
Result round up
The majority of results were positive. It seemed harder to persuade people who voted and supported the same political beliefs of the politicians. If you support the right or left, you're always going to support that party/campaign no matter. Therefore, the opinions of these people can't be persuaded by the rhetoric implemented within the posters. The rhetoric would need a lengthy amount of exposure to have any effect on people who support the campaign/politicians that I'm trying to smear.
This is the difference between this campaign and the Bernie Sanders campaign, The feedback is raw and very real. These are people of Britain and they care about their country and want to very best for it. On the other hand, people felt disconnected or not in tune when I attempted to gather feedback about the Bernie Sanders. I was only able to gather feedback on that campaign from British people and no Americans... you can imagine the amount of people who either didn't care or didn't know enough to give sufficient feedback.
Back to the results...The majority agreed that the posters were successful at portraying both politicians and the "Leave" campaign as liars. They all in fact really enjoyed the puns and the clever play on the phrases, which for them felt as if it was more engaging and sparked enough interest. In general, they felt the manipulation were very effective and again sparked enough interest to see what the campaign was about and for people who didn't know what fact checking was such as the youngest users; they started to ask questions about what fact checking was.
One interesting piece of feedback was the charity collaboration with 'Full Fact'. I was told that charities cannot in any way support or associate themselves with a political campaign or politics in general. Once they do they become bias and in return lose credibility, I'm not 100% sure about this fact but I will look into it! I will fact check it ;)
Overall, the feedback was a success to a certain extent. People who supported these figures weren't going to be persuaded, but people with more of a liberal way of thinking saw the poster series as a success.
The questions I asked were:
"How does the portrayal of Boris and Nigel make you feel?"
"Would you consider the portrayal successful?
"Do you find them any less trustworthy if you saw this poster pre-referendum?"
Result round up
The majority of results were positive. It seemed harder to persuade people who voted and supported the same political beliefs of the politicians. If you support the right or left, you're always going to support that party/campaign no matter. Therefore, the opinions of these people can't be persuaded by the rhetoric implemented within the posters. The rhetoric would need a lengthy amount of exposure to have any effect on people who support the campaign/politicians that I'm trying to smear.
This is the difference between this campaign and the Bernie Sanders campaign, The feedback is raw and very real. These are people of Britain and they care about their country and want to very best for it. On the other hand, people felt disconnected or not in tune when I attempted to gather feedback about the Bernie Sanders. I was only able to gather feedback on that campaign from British people and no Americans... you can imagine the amount of people who either didn't care or didn't know enough to give sufficient feedback.
Back to the results...The majority agreed that the posters were successful at portraying both politicians and the "Leave" campaign as liars. They all in fact really enjoyed the puns and the clever play on the phrases, which for them felt as if it was more engaging and sparked enough interest. In general, they felt the manipulation were very effective and again sparked enough interest to see what the campaign was about and for people who didn't know what fact checking was such as the youngest users; they started to ask questions about what fact checking was.
One interesting piece of feedback was the charity collaboration with 'Full Fact'. I was told that charities cannot in any way support or associate themselves with a political campaign or politics in general. Once they do they become bias and in return lose credibility, I'm not 100% sure about this fact but I will look into it! I will fact check it ;)
Overall, the feedback was a success to a certain extent. People who supported these figures weren't going to be persuaded, but people with more of a liberal way of thinking saw the poster series as a success.
Sunday 8 January 2017
COP3 - UK REFERENDUM // SYNTHESIS
The synthesis between my essay and practical is the appropriate use and implementation of three rhetorical theories investigated within my essay. The three theories are, Aristotle triad model, which includes, Logos, the use of logic argument through facts, statements and statistics, Pathos, which provokes an emotional response through design elements such as colour, imagery, type or other aspects such as delivery of the concept or application through collateral. Ethos, the last of the triad model embodies the very essence of credibility and trust through the use of influential figures and celebrities to promote or give credit to the fact, statement or statistic. The next theory is the Five Canons of rhetorics, The Five Canons implement a guide for creating powerful and dynamic speeches and writing; the five canons also acts as a template to critique effective rhetoric. The five canons include style, memory, invention, arrangement, and delivery. Finally, The last theory was Aristotle's topoi concept is an argumentative scheme that enables either a dialectician or a rhetorician to construct an argument for a conclusion. All three rhetorical theories demonstrate a diverse range of persuasive methods, approaches and tools in which are unique from each other, giving the opportunity to pick and choose where and when to implement the theories. The dissertation discusses other forms of visual rhetoric not displayed in the three theories such as rhetorics tropes, semiotics and structuralism that can also be applied alongside the three main theories to strengthen the persuasive tendencies
To construct a concrete link from the three theories to the practical, the creation of a political campaign will act as a gateway to effectively apply these rhetorics methods and tools within the visual communication. The campaign will be situated around the recent EU referendum that shocked the country. The aim of the campaign is to educate the British public about the importance of fact checking and portraying the Leave camp as liars and cheats. Making misleading statements is a huge problem and not many people are actually checking to see that what they're reading from a particular party is true or not. Taking this problem on the board, how can the persuasive power of rhetoric be applied to the campaign's concept and collateral to gather positive support for fact checking and the Remain camp and at the same time provoke feelings of disconnect and anger towards the Leave camp and the politicians leading the Leave campaign. By having a diverse range of rhetorical theories with an arsenal of methods and tools, we can begin to form a strategic approach to the application of the rhetoric. By considering the intended audience along with the main concept and end goal, we can begin to structure and craft our campaign around the rhetoric. Strategically implementing the three theories where appropriate to effectively and beneficially strengthen the main agenda of the campaign.
COP3 - UK REFERENDUM // PRACTICAL BRIEF PRESENTATION
This is the second practical brief made in response to feedback and the restrictions the Bernie Sanders campaign comes with. I felt it was vital to create a political campaign based on British politics to really understand the subject matter and gather effective and appropriate research and feedback.
Practical brief:
Misleading is a huge problem that can persuade someone to vote for something without fully questioning the truth of what they read or see, therefore not fully understanding the consequences involved.
Create an effective campaign using the appropriate rhetoric theories discussed in the dissertation to design a better alternative that could educate the British public to fact check and question whether or not what they are reading is true or false. The other initial aim is to persuade the public to see the Remain camp as the truth tellers, a place where they can gather credible information and facts but see the Leave camp as the opposite, as liars and untrustworthy.
Background/Considerations
Understand what can be done about this topic. How can you convince the public to fact check in the first place? How do you expose them to the lies? Research into the effect of misleading statement to fully understand the dangers of misleading statements.
Consider the dissertation and understand how the link can be made between rhetoric and visual communication.
Mandatory Requirements
Blog
Design Boards
Dissertation between 6-9000 words.
Background/Considerations
Understand what can be done about this topic. How can you convince the public to fact check in the first place? How do you expose them to the lies? Research into the effect of misleading statement to fully understand the dangers of misleading statements.
Consider the dissertation and understand how the link can be made between rhetoric and visual communication.
Mandatory Requirements
Blog
Design Boards
Dissertation between 6-9000 words.
Deliverables
Set of Posters
Other campaign collateral (that you see appropriate):
Badges
Stickers
T-shirt
Leaflets
Website
Website
Flag
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Synthesis
The synthesis between my essay and practical is the appropriate use and implementation of three rhetorical theories investigated within my essay. The three theories are, Aristotle triad model, which includes, Logos, the use of logic argument through facts, statements and statistics, Pathos, which provokes an emotional response through design elements such as colour, imagery, type or other aspects such as delivery of the concept or application through collateral. Ethos, the last of the triad model embodies the very essence of credibility and trust through the use of influential figures and celebrities to promote or give credit to the fact, statement or statistic. The next theory is the Five Canons of rhetorics, The Five Canons implement a guide for creating powerful and dynamic speeches and writing; the five canons also acts as a template to critique effective rhetoric. The five canons include style, memory, invention, arrangement, and delivery. Finally, The last theory was Aristotle's topoi concept is an argumentative scheme that enables either a dialectician or a rhetorician to construct an argument for a conclusion. All three rhetorical theories demonstrate a diverse range of persuasive methods, approaches and tools in which are unique from each other, giving the opportunity to pick and choose where and when to implement the theories. The dissertation discusses other forms of visual rhetoric not displayed in the three theories such as rhetorics tropes, semiotics and structuralism that can also be applied alongside the three main theories to strengthen the persuasive tendencies
To construct a concrete link from the three theories to the practical, the creation of a political campaign will act as a gateway to effectively apply these rhetorics methods and tools within the visual communication. The campaign will be situated around the recent EU referendum that shocked the country. The aim of the campaign is to educate the British public about the importance of fact checking and portraying the Leave camp as liars and cheats. Making misleading statements is a huge problem and not many people are actually checking to see that what they're reading from a particular party is true or not. Taking this problem on the board, how can the persuasive power of rhetoric be applied to the campaign's concept and collateral to gather positive support for fact checking and the Remain camp and at the same time provoke feelings of disconnect and anger towards the Leave camp and the politicians leading the Leave campaign. By having a diverse range of rhetorical theories with an arsenal of methods and tools, we can begin to form a strategic approach to the application of the rhetoric. By considering the intended audience along with the main concept and end goal, we can begin to structure and craft our campaign around the rhetoric. Strategically implementing the three theories where appropriate to effectively and beneficially strengthen the main agenda of the campaign.
The synthesis between my essay and practical is the appropriate use and implementation of three rhetorical theories investigated within my essay. The three theories are, Aristotle triad model, which includes, Logos, the use of logic argument through facts, statements and statistics, Pathos, which provokes an emotional response through design elements such as colour, imagery, type or other aspects such as delivery of the concept or application through collateral. Ethos, the last of the triad model embodies the very essence of credibility and trust through the use of influential figures and celebrities to promote or give credit to the fact, statement or statistic. The next theory is the Five Canons of rhetorics, The Five Canons implement a guide for creating powerful and dynamic speeches and writing; the five canons also acts as a template to critique effective rhetoric. The five canons include style, memory, invention, arrangement, and delivery. Finally, The last theory was Aristotle's topoi concept is an argumentative scheme that enables either a dialectician or a rhetorician to construct an argument for a conclusion. All three rhetorical theories demonstrate a diverse range of persuasive methods, approaches and tools in which are unique from each other, giving the opportunity to pick and choose where and when to implement the theories. The dissertation discusses other forms of visual rhetoric not displayed in the three theories such as rhetorics tropes, semiotics and structuralism that can also be applied alongside the three main theories to strengthen the persuasive tendencies
To construct a concrete link from the three theories to the practical, the creation of a political campaign will act as a gateway to effectively apply these rhetorics methods and tools within the visual communication. The campaign will be situated around the recent EU referendum that shocked the country. The aim of the campaign is to educate the British public about the importance of fact checking and portraying the Leave camp as liars and cheats. Making misleading statements is a huge problem and not many people are actually checking to see that what they're reading from a particular party is true or not. Taking this problem on the board, how can the persuasive power of rhetoric be applied to the campaign's concept and collateral to gather positive support for fact checking and the Remain camp and at the same time provoke feelings of disconnect and anger towards the Leave camp and the politicians leading the Leave campaign. By having a diverse range of rhetorical theories with an arsenal of methods and tools, we can begin to form a strategic approach to the application of the rhetoric. By considering the intended audience along with the main concept and end goal, we can begin to structure and craft our campaign around the rhetoric. Strategically implementing the three theories where appropriate to effectively and beneficially strengthen the main agenda of the campaign.
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COP3 - BERNIE SANDERS CAMPAIGN // SYNTHESIS
The synthesis between my essay and practical is the appropriate use and implementation of three rhetorical theories investigated within my essay. The three theories are, Aristotle triad model, which includes, Logos, the use of logic argument through facts, statements and statistics, Pathos, which provokes an emotional response through design elements such as colour, imagery, type or other aspects such as delivery of the concept or application through collateral. Ethos, the last of the triad model embodies the very essence of credibility and trust through the use of influential figures or celebrities to promote or give credit to the fact, statement or statistic. The next theory is the Five Canons of rhetorics, The Five Canons implement a guide for creating powerful and dynamic speeches and writing; the five canons also acts as a template to critique effective rhetoric. The five canons include style, memory, invention, arrangement, and delivery. Finally, The last theory was Aristotle's topoi concept is an argumentative scheme that enables either a dialectician or a rhetorician to construct an argument for a conclusion. All three rhetorical theories demonstrate a diverse range of persuasive methods, approaches and tools in which are unique from each other, giving the opportunity to pick and choose where and when to implement the theories. The essay also discussed other forms of visual rhetoric not displayed in the three theories such as rhetorics tropes, semiotics and structuralism that can also be applied alongside the three main theories to strengthen the persuasive tendencies
To construct a concrete link from the three theories to the practical, the creation of a political campaign will act as a gateway to effectively apply these rhetorics methods and tools within the visual communication. The campaign will be situated around the recent US presidential election. The aim of the campaign is to persuade the minority communities of America to vote for Bernie Sanders instead of Hillary Clinton. Bernie Sanders lost the minority vote, which to many Americans was a huge surprise considering Bernie’s political and liberal views. Taking this problem on the board, how can the persuasive power of rhetoric be applied to the campaign's concept and collateral to gather positive support for Bernie Sanders but provoke feelings of disconnect and anger towards Hillary Clinton. By having a diverse range of rhetorical theories with an arsenal of methods and tools, we can begin to form a strategic approach to the application of the rhetoric. By considering the intended audience along with the main concept and end goal, we can begin to structure and craft our campaign around the rhetoric. Strategically implementing the three theories where appropriate to effectively and beneficially strengthen the main agenda of the campaign.
To construct a concrete link from the three theories to the practical, the creation of a political campaign will act as a gateway to effectively apply these rhetorics methods and tools within the visual communication. The campaign will be situated around the recent US presidential election. The aim of the campaign is to persuade the minority communities of America to vote for Bernie Sanders instead of Hillary Clinton. Bernie Sanders lost the minority vote, which to many Americans was a huge surprise considering Bernie’s political and liberal views. Taking this problem on the board, how can the persuasive power of rhetoric be applied to the campaign's concept and collateral to gather positive support for Bernie Sanders but provoke feelings of disconnect and anger towards Hillary Clinton. By having a diverse range of rhetorical theories with an arsenal of methods and tools, we can begin to form a strategic approach to the application of the rhetoric. By considering the intended audience along with the main concept and end goal, we can begin to structure and craft our campaign around the rhetoric. Strategically implementing the three theories where appropriate to effectively and beneficially strengthen the main agenda of the campaign.
COP3 - UK REFERENDUM // IMAGES OF POLITICIANS // PATHOS
Both images below are image manipulations consisting of Nigel Farage and Boris Johnson being portrayed as smug and arrogant politicians. The main aim for the imagery is to evoke an emotional response of Aristotle's Pathos. The persuasive goal is to portray and smear the reputation of both politicians, stripping them both of any credibility or likeness and in return repel voters away from any association with them. Giving the voters an incentive to get up and vote for the UK to remain in the EU and to not allow the scenario where these liars are in control off such a big decision. They've been exposed as liars so what other things can they be doing behind the scenes.
Nigel Farage is being portrayed as Pinocchio. Pinocchio as a fictional character and is best known for his lies and long sprouting nose that grows as a result of telling lies. The nose is symbolic and will no doubt be apparent and reconisable for a lot of people. With the connotations that come with the nose and the smug stance of Nigel in the image, he comes across proud, smug and in general ecstatic about the fact that he is lying. This alone with summons feelings of anger and detest for the Nigel Farage; giving off this attitude that his getting away with so many lies and has no sympathy for the general public.
Boris is also being portrayed as a smug and lazy liar. Without the type, the reasoning may not be apparent but the headline would read "Liar, Liar, facts on fire". It plays off the classic phrase from 1810 where children scream the phrase at each other whenever they think the other is lying. The phrase had been slightly changed to replace the word 'Pants' with 'Facts', they both rhyme and 'Facts' fits in perfectly with the phrase. Boris Johnson, himself, is standing on a beach with fire pattern speedos. The Pathos is seen in Boris's stance and surroundings, his stance comes across as proud and his surroundings give off the impression of arrogance. How can he possibly enjoy himself on a beach in another country when the UK is facing such a historic vote? Both of these elements provoke feelings of anger, disgust and a further disconnect with the British public. The British public, where some struggle to find work, some struggle to support themselves and here proudly stands Boris enjoying the sun in another country.
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