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Visual Rhetoric

Visual Rhetoric. Persuasion through Images. ADS WITH (ALMOST) NO WORDS. Jeep Ad. Lego Ad. CRAP: 4 “moves” of visual rhetoric. From p . 15 of The 4 Principles of Design , by Robin Williams. CONTRAST.

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Visual Rhetoric

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  1. Visual Rhetoric Persuasion through Images

  2. ADS WITH (ALMOST) NO WORDS Jeep Ad Lego Ad

  3. CRAP: 4 “moves” of visual rhetoric From p. 15 of The 4 Principles of Design, by Robin Williams

  4. CONTRAST • A particular design element is emphasized through the use of contrast in type, color, size, line, thickness, space, shape, etc. • Directs the viewer’s attention Metropolitan Life Ad

  5. Repetition • Visual elements are repeated, such as color, shape, texture, spatial relationships, line thickness, size, and font • Helps strengthen organization and give visual unity IPhone Ad

  6. ALIGNMENT • Visual elements are connected by their alignment horizontally, vertically, diagonally, radially, etc. • Creates sense of order or dynamic tension Ipod Ad

  7. PROXIMITY = CLOSENESS • Related items are grouped together so as to become a visual unit • Helps organize information and reduces clutter British Airways Ad

  8. CRAP WORKS TOTETHER… HOW ARE THE PRINCIPLES OF CONTRAST, REPETITION, ALIGNMENT, AND PROXIMITY OPERATING IN THIS AD?

  9. Psa, ad, or both? Both genres use visual, textual, and auditory rhetoric aimed at persuasion; both targeted to particular audience. Moreover, their purposes, while distinct, can sometimes overlap.

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