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.