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2003, Eloquent images: Word & image in the age of new …
In the latter half of the 1990s the digital image became prevalent, easy to manipulate, and consequently, easy to recontextualize, meaning that now just about any image is available to any computer user for any occasion. To use Bolter's terminology, the "interpenetration" of textual and pictorial space in digital environments, especially on the Web, has increased markedly, so that the predominance of the digital image now rivals that of the digital word. Indeed, a number of thinkers have noted the digital image's ascendancy in communicating information via the computer. But how are we to think about, to analyze the rhetorical dimensions of these images? This essay focuses on using classical rhetoric 'as a way of thinking about the persuasive power of computer-based images.
Scholarly and Research Communication
Lecture 7: Visual PersuasionLecture 7 examines the application of rhetorical principles to images to see how they are imagined to be persuasive and the ways in which that power of persuasion has been theorized. Whether through discourse or imagery, the notion of persuasion as understood in relation to images is accounted for in a discussion ranging from Plato to William Wordsworth, from Roland Barthes to Paul Messaris, from metaphysics to idolatry. Résumé Le septième cours examine l’application de principes rhétoriques aux images afin de voir comment on a envisagé celles-ci comme étant persuasives et comment on a théorisé leur pouvoir de persuasion. Ce cours rend compte de cette idée de persuasion par rapport aux images, qu’on en ait traité par le discours ou par l’image même, dans une discussion allant de Platon à William Wordsworth, de Roland Barthes à Paul Messaris, de la métaphysique à l’idolâtrie.
Ever since the inception of art in prehistoric times, images have been an integral part of it. In today's modern scenario, modes of advertising and communication have extensive use of images to persuade people for decision making. Computers and graphics techniques have made a sea change in the representation of images as per the desired requirement. We often identify the effectiveness of a persuasive image through its impact on viewer's behavioral pattern, consumer appeal, psychological attributes etc. This study thus demonstrates that how the emphasis on visual persuasion may lead to a new vision with media analysis, psychology, and visual communication. Images in TV commercials, magazine ads, or any other forms of advertising makes the idea or message very convenient to perceive and understand. Visual Persuasion simulates the appearance of the physical world by becoming surrogate objects of desire or other emotions associated with the products. The study will analyze the role of visual messages and explore how visual elements can modify, redefine or re-contextualize what is verbally communicated. It also employs the certain theories of visual communication to understand the inferences of visual elements. The paper concludes with the notion that appropriate use of visuals not only stimulates consumers perception but also motivates the desired behavior change in consumers.
2019 •
Looking into the definition of rhetoric in the digital space, one often encounters the view that rhetoric is too remote or too “ancient” to be used as a conceptual, theoretical or practical framework for researching digital media. However, a substantial body of contemporary media research applies the theory of rhetoric, using a modern conceptual apparatus (e.g. cognitive theories of metaphor). Based on Kenneth Burke’s model of the pentad, the article aims to show that media messages in the digital environment are based on the notion of the rhetorical situation and demonstrate that the rhetorical apparatus has a crucial role in discerning the ways to modify the discourse space in human-computer-human communication. The source of modification in the traditional model of a rhetorical situation is the interactive nature of communication in digital media and the fact that the recipient [agent a] is bestowed with the role of an active participant who can influence the content of the message. Thanks to the use of the rhetorical model of pentad, the argument goes that in contrast to traditional media, modifications in the model act 1 → agent → agency → act 2 are possible and they result from the inclusion of external participants [agent b] and changes in the ontological status of the digital medium from the role of an intermediary to an active participant in the communication process [agent c].
Vision Fulfilled. The Victory of the Pictorial Turn
Veszelszki, Agnes2019: Do Online Motivational Messages Tell a Visual Story? In: András Benedek / Kristóf Nyíri (eds.): Vision Fulfilled. The Victory of the Pictorial Turn. Budapest: Hungarian Academy of Sciences / Budapest University of Technology and Economics. 215–226.2019 •
Motivational messages combining images and texts represent a significant portion of content shared on Facebook. Typically, these image-text combinations comprise a quotation and an appropriate picture, and their declared aim is to inspire contemplation in the reader or provide spiritual support for them (and thus propagate content in social media). The study is primarily concerned with three hypotheses and set out to test them by means of a survey and content analysis. (1) The veracity and original source of such messages are difficult, if not impossible, to check. This asymmetry in information, which could well be regarded as a manipulative strategy, puts the user who creates the image-text into a dominant or even opinion-leader position. The poster thus becomes an influencer who may use this power to influence the thoughts, opinion, emotions, behaviour of others in a way that the target person is not aware of the influence. This hypothesis has been proven. (2) The experts of online content production always underline that verbal and visual storytelling is key to success. This examination, however, showed that posting verbal and visual banalities online can also be an effective strategy with a viral outcome under certain circumstances or in a specific target group, which clearly breaches a fundamental principle of creating online content. This is evidently a novelty in web content creation. (3) It was assumed that the image component of motivational messages has an equally strong impact on the audience as the quoted/created text. This assumption has also proven false: the audience of motivational messages only expect the images to be aesthetically pleasing and partly relevant for the text.
Proceedings of the Fourth International Conference of the International Society for the Study of Argumentation, page 455-460 (SIC SAT: Amsterdam)
Visual Rhetoric. From Elocutio to Inventio1999 •
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The Role and Usage of Visual Rhetoric in Advertising2012 •
The five centuries of expertise in use paper and ink to spread news assured some levels of communication that are behind the published texts. Inside the newspapers is a hidden speech, able to communicate ideas and even to guide or manipulate the reader’s attention to one or other article. This language configures the visual rhetoric of the newspapers and happened in two different levels: one more superficial, indicated by the typography, the images and all sort of the elements which ∗M.A. Digital Media. Bremen University / University of Arts Bremen – Germany
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