Week 6 - Rhetoric and Persuasion

Before coming to class, bring a print advertisement that you believe persuades the reader rhetorically. Explain your case using the concepts learnt this week.

What is rhetoric? Griffin (March 7, 2011, p.290), defined rhetoric as the "discovering all possible means of persuasions." In other words, rhetoric is a form of communication and argument essential to public audience whereas it is a tool of conviction and persuasion.

In addition, rhetoric can also be defined as a communication that uses language as a means to persuade or convince an audience. As stated by Blair, the term rhetoric does not restrict to only the use of language in speech to persuade the audience. This is because “non-argumentative speech or non-argumentative properties of speech can be persuasive” (2004, p.42). Therefore, it can either be written, spoken or visually presented.

The advertisement below is an example of an advertisement that could persuade the audience rhetorically.

The advertisement above shows convincing that it's clearly attempts to persuade the audience that it is important to stop smoking or tp avoid from falling to smoking because it causes bad to people's health such as lung cancer.

A persuasion has proposition and argument. Hwacroft (1999) stated that deductive and inductive are the two basic form of proposition and arguement. Inductive is when the premises provide reasons supporting the probable truth of the conclusion. Hwacroft (1999) also stated that, with induction, the conclusion can be made from one or more premises. As per the above advertisement shows a very blurred and uncleared part of the cigarrate pack, but there are two sentences which has been showed by the product are consequences and notice for smokers which this refers to the premises. The conclusion is that smoking causes cancers.

Rhetorics in advertising is more concerned with the style than the content. McQuarrie & Phillips (2008) stated “rhetoric has been more concerned with how to say things than what to say.” In other words, style in advertising is important in showing and portraying an argument and which includes the elements of visual on how it organized to create a meaning. The advertisement above is an example where the content is less but more with style and it manage to persuade the audience to stop and avoid smoking.

References:

Blair, J.A. (2004). The rhetoric of visual arguments. In hill, C.A., and Helmers, M.H. (eds.). Defining visual rhetorics (pp 41-43). New Jersey: Lawrence Erlbaum Associates.

Griffin, Emory A (March 7, 2011) The Rhetoric of Aristotle: A First Look at COMMUNICATION THEORY (8^th ed.), New York, America: MCGRAW-HILL.

Hwacroft, M. (1999). Rhetorics: Readings in French Literature. New York: Oxford University Press Inc.

McQuarrie, E. F. & Phillips, B. J. (2008). Advertising Rhetoric: An Introduction. (Eds.)., Go Figure!: New Directions in Advertising Rhetorics. New York: M.E. Sharpe, Inc.

Week 5 - Gestalt & Schema

Gestalt is “not a combination of elements but something new in relation to these, which exists together in their combination, but it distinguishable from it” (Lyons, 2001). Gestalt theory claims that “the whole is different than the sum of its parts”. Gestalt also defined as “the objects we perceive in visual experience are not the objects themselves but perceptual effigies of those objects constructed by our brain according to natural rules.” (Metzger, 2006). This explains any objects that we see through our sight senses are the objects that are coded which constructed by our brain.

Name three laws of Gestalt Theory and provide examples to illustrate your point.

In this journal i will discuss the three laws of Gestalt Theory which is the law of similarity, closure, and proximity.

Law of Similarity

Law of similarity is when we put objects together into groups when they correspond with each other.

In the above example, color has been used above to denote similarity in the image above. You can see alternating columns of black and red squares. Each column is determined by the similarity of color of the circles that make up the column.

Law of Closure

Closure is depicted when we grouped objects together that are not yet complete. It is mostly like we are predicting what the object looks like when its complete.This law states that we are more completing the object using our own views.

In the above example one can depict it as a shape of globe circle. it's actually the shapes of the spikes are been grouped together. It creates the shape of globe circle when group of different-sized spikes arranged in a such way.

Law of Proximity

Law of proximity explains how we see a group of objects and tend to see them as group. It is also defined as how visual elements are grouped together if they are close together (Eysenck & Keane, 2010). This is called “Grouping”.

For example of the picture above, the shapes of flowers with different sizes. Both groups in the picture are forms by two groups of circles show proximity because since the different circles are put closer together.

References:

Lyons, A. (2001). Gestalt Approaches to the Virtual Gesantkunstwerk. Retrieved 20th Sept 2012, from http://www.tstex.com

Metzger, W., & Spillmann, L. (2006). Laws of Seeing. Cambridge: MIT Press.

Eysenck, M. W., Keane, M. T. (2010). Cognitive Psychology: A student’s handbook (6^th ed). Sussex: Psychology Press.

Week 4 - Visual Syntax, Semantics & Pragmatics

Why is pragmatics an important consideration when examining visual communications? Provide relevant examples to illustrate your point.

Pragmatics is the study of the context which contributes to meaning. It is defined as “study of the interpretation of utterances, especially how the context of a situation influences their meaning” (Hartley, 2011, p.211). It is usually influence the meaning of the signifier and the sign when the meaning is determined by the pragmatics such as codes, modality, sender, receiver, and context.

In addition, some theorists defined pragmatics as the study of general language, some defined as the study of communication, others refers to the study of language for language’s communicative function ( Allot, N., 2010).

It is important to consider pragmatics in visual communication as it is the study of hidden meaning. Whereas. sign is form by the signifiers which is syntax. The signified and connotations of the sign are the semantics. The meaning is determined by pragmatics such as codes, modality, sender, receiver and context. Therefore pragmatics is an important consideration when examining visual communications because to avoid missinterpretation of text and sign.

As an example:

The above picture shows a hand gesture sign. In European countries it is a sign of peace. But people in other country may have different meaning and interpretation for the sign such as it is the sign of number or “playboy”. People Interpretation might be right and might be wrong because they can't predict the image easily. It is clear that "we can predict the degree of tact that required by the situation".(Leech,1980, pg.114). Therefore people can only predict any sign of images where the meaning determined by pragmatics which are coded in certain situation and places.

In conclusion, the study of pragmatics is important cause it helps to understand the issue surrounding a text and interpretation of a meanings where it is found in the text. It can be seen as an answer to certain questions about meaning whether in the text itself or the context.

If all visual communication is subjective, what is the point of studying?

Visual Communication is communication that relies on vision. Why we study visual communication because it is part of our everyday lives and it helps to understand the differences of perceptions and ideologies of society. However, if all visual communication is subjective, it can be concluded that there will be no specific answer or interpretation and it is hard to decide and determine what represents the interpretation of the majorities. Thus this will cause problems to business economics in terms of advertising when they do not know the actual of their product's marketplace.

References

Hartley, J. (2011). Communication, Cultural and Media Studies: The Key Concepts. New York: Routledge.

Allott, N. (2010). Key Terms in Pragmatics. London; Continuum International Publishing.

Leech, G.N. (1980). Explorations in Semantics and Pragmatics. University of Lancaster, Amsterdam : John Benjamins B.V.

Week 3 - Semiotics Revisited

To my understand semiotics is the study of signs and symbols. Chandler (March 4, 2005) stated, “The Shortest definition is that it is the study of signs.” This theory is to understand the meaning of analyzed pieces information on a subject. There are three basics things to analyze subject which are identifying sign, denoting what is perceived and connoting the coded.

Provide examples of signifiers, signified, and connotations.

According to Barth, sign is the combination of its signifier what is perceive through senses and signified the meaning we associate with the sign (Griffin, 2011, p. 333). Barth also defined signifiers and signified as:

Signifiers – “The physical form of the sign as we perceive it through our senses; an image.”

Signified – “The meaning we associate with the sign.” (Griffin, 2011, p.333)

Connotations – "The socio-cultural and 'personal' associations (ideological, emotional, etc)" (Chandler, March 4, 2005)

The above picture is an example for signifiers, signifieds, and connotations. The signifiers of this picture is Toyota 86. The signified is the image which is the car. The connotation based on the individual's own perception whether the picture of the car does convey those perception or not. The picture above will have the connotation for luxury, exotic, standard, high quality, popular car brand around the world though it is not written in the picture itself.

From a certain point of view, semiotics appears to be a paradoxical discipline, meaning we find it all around us and, yet, nowhere specifically.” (Porcar. C, 2011). The study of sign is everywhere. On the picture, apart from the design and color of the car, the trademark also has the meaning. “Reignite You Passion” trademark of this picture means that the car is standard, high quality, elegant and better performance.

References:

Chandler, D (March 4, 2005) Semiotics for Beginner. Retrieved September 9, 2013, from http://www.aber.ac.uk/media/Documents/S4B/sem01.html

Griffin, Emory A (March 7, 2011) Semiotics Theory of Roland Barthes: A First Look at COMMUNICATION THEORY (8^th ed.), New York, America: MCGRAW-HILL.

Porcar, G. (2011). Sign and Meaning: A Semiotic Approach To Communication. Journal for Communication and Culture 1 (2011): 20-29. Retrieved from http://web.ebscohost.com.ezproxy.ubd.edu.bn/

Week 2 - Seeing & Perception

What is perception?

Perception is defined as “process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.” (Robbins & Judge, 2009, p.32). According to Barry (2002, p.91-92), perception also defined as the process where human uses the information of external sensory and combine it with other internal conscious and unconscious workings of the brains so that a person could make sense of the world.

Why is it different from seeing?

“Seeing” is considered as the mental picture viewed within the sight range, appear visually in our eyes and the person must be aware of what he/she is seeing.(Baker, 1955, p.379-380). The term of “seeing” involves the usage of the eyes for the sight sense. This shows that perceiving is different from seeing. Perception also different from seeing because a person is able to see something with their own eyes but it doesn't mean that he/she is able understand and identified on what he/she is seeing. In addition, perception can also occur even without using the sight sense. For example of the picture below:

The three persons thinks differently while they touching the elephant. The first one touches the elephant's nose and perceived it as a snake. The second person touches the elephant's body and perceived it as a wall. The third person touches the elephant's tail and perceived it as a rope. Therefore, perception can occur through different senses; touch, smell, sight, hear and taste.

The way we see also affected by what we perceive, as quoted "The way we see things is affected by what we know or what we believe." (Berger et al., 1972, p.8). As example, the picture below shows that how people appearance also may led to false perception. Therefore, perception occur in many ways depends on how a person perceive on something or someone on what he/she is seeing. Here we can see clearly how perception is different from seeing.

References

Robbins, S.P. & Judge, T.A. (2009). Essentials of Organizational Behavior. New Jersey: Prentice Hall.

Barry, A.M. (2002). Perception and Visual Communication Theory. Journal of Visual Literacy, 22 (1), 91-106

Baker, M. J. (1955). Seeing. International Phenomenological Society, 15, 379-380.

Berger, J., Blomberg, S., Fox, C., Dibb, M., Hollis, R. (1972). Ways Of Seeing. London and New York: Penguin Books