Week 4 Lecture
This will just be a short post about what I took from the "communication design as a rhetorical practice, part 1" lecture in week 4 (in addition to Stuart's more informative post).
There are three kinds of rhetoric; deliberative, forensic and display.
Deliberative: This part of rhetoric addresses the future, and is delivered in the form of
speech and text. Its purpose is to encourage the audience to take action/do something.
Forensic (Judicial): The forensic side of rhetoric deals with the past. It is a way for
people to accuse or defend past actions.
Display: Display deals with the present. It lets people express their approval/praise
on a current issue, or the complete opposite, their sever disapproval.
The lecture also covered ethos, pathos and logos.
Ethos aims to convince the audience (or client) of their character and credibility.
It can be expressed by using correct grammar, appropriate speech, or just by presenting ones self (or company) as fair and unbiased. Ethos quite simply translates into ethics.
Pathos (translating to sympathy) appeals to our disposition (emotions). It aims to manipulate the viewer into feeling a certain way about what is being presented; be that anger, happiness or sympathy.
Manipulation is a key word with pathos. sometimes the 'full story' is not revealed in order
to provoke this certain emotion. The way an image is cropped, for example, can make things appear one way, which might not be truthful.
Pathos can be achieved through meaningful language, highly sensitive events, or
implied meanings.
Logos connects both ethos and pathos, and is used to appeal to the audiences reasoning and logic. It is critical when using logos that there are facts, and/or history to back up what is being presented. There also needs to be an element of consistency and clarity when taking this approach. People need to easily believe and understand what is being presented, and shouldn't be distracted by irrelevant elements is the design/presentation.
references aside from the lecture:
There are three kinds of rhetoric; deliberative, forensic and display.
Deliberative: This part of rhetoric addresses the future, and is delivered in the form of
speech and text. Its purpose is to encourage the audience to take action/do something.
Forensic (Judicial): The forensic side of rhetoric deals with the past. It is a way for
people to accuse or defend past actions.
Display: Display deals with the present. It lets people express their approval/praise
on a current issue, or the complete opposite, their sever disapproval.
The lecture also covered ethos, pathos and logos.
Ethos aims to convince the audience (or client) of their character and credibility.
It can be expressed by using correct grammar, appropriate speech, or just by presenting ones self (or company) as fair and unbiased. Ethos quite simply translates into ethics.
Pathos (translating to sympathy) appeals to our disposition (emotions). It aims to manipulate the viewer into feeling a certain way about what is being presented; be that anger, happiness or sympathy.
Manipulation is a key word with pathos. sometimes the 'full story' is not revealed in order
to provoke this certain emotion. The way an image is cropped, for example, can make things appear one way, which might not be truthful.
Pathos can be achieved through meaningful language, highly sensitive events, or
implied meanings.
Logos connects both ethos and pathos, and is used to appeal to the audiences reasoning and logic. It is critical when using logos that there are facts, and/or history to back up what is being presented. There also needs to be an element of consistency and clarity when taking this approach. People need to easily believe and understand what is being presented, and shouldn't be distracted by irrelevant elements is the design/presentation.
references aside from the lecture:
- Lane, E. Logos. Available: https://writingcommons.org/open-text/information-literacy/rhetorical-analysis/rhetorical-appeals/593-logos. Last accessed 28th March 2017.
- Nordquist, R. (2016). What Are the 3 Branches of Rhetoric?. Available: https://www.thoughtco.com/what-are-3-branches-of-rhetoric-1691772. Last accessed 28th March 2017.
- Bernanke, B. (2010). Ethos, Pathos, and Logos Definition and Examples. Available: http://pathosethoslogos.com/. Last accessed 28th March 2017.
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