VOCABULARY – Weeks 1 - 6


Aristotelian triad / Rhetorical triad                           (3 modes of persuasion):


Ethos – Ethics (trustworthiness appeal)


Logos – Logic (logical reasoning)


Pathos – Emotion (appeals to sympathies)


Denotation – literal meaning


Connotation – suggested meaning, arousing feelings, ideas, etc in viewer


Visual Metaphor – Image of one thing that refers to another thing – to suggest they are similar
(the SUV is a rhinoceros)


Target – primary image (SUV)


Source – secondary image (rhinoceros)


3 Types of Images in Visual Metaphors:


Adjacent– both primary and secondary images are presented near each other, but are not superimposed
(SUV and rhino)


Unified – two different images are blended into a single image (Absolut spring ad)


Implied – the source (secondary image) is not shown but there is some suggestion or clue as to what
it is (“Coke is Togetherness” – hands shape missing Coke bottle)


Conceptual Metaphor – One idea is understood in terms of another idea (“Time is Money”)


Synecdoche - a physical part of something represents the whole (Trump’s hair)


Metonym – a word, phrase, or image that substitutes for something else with which it is closely
associated  (image of the White House is a metonym for the U.S. government)


Personification – a physical object is presented with human characteristics (M&M‘s people)


Irony –


2) stating one thing and meaning the opposite, often sarcastic (referring to a loud drunken guy as
a REAL gentleman).


1) also, an intentional overstatement or extreme exaggeration (so hungry I could eat a horse)


Pun - a humorous suggestion that a visual may have two or more meanings.




Semiotics –Science/study of signs


Sign – Anything in human communication is a sign


Signifier – image, the literal Image result for thumbs up vector


Signified – idea/concept (“okay” etc.)


Types of Signs:


     Icon – Sign that imitates aspects of the REAL:
http://c.ymcdn.com/sites/members.digitalworkplacegroup.com/resource/resmgr/blog/toilet_signs-standa
rd.png


Index – Sign with factual or causal connection to the      REAL Related image


Symbol – Sign with arbitrary relationship to its object (interpreter must have prior knowledge)


Tropes or Codes – Common pattern, theme, or motif.


Context - the situation within which something exists or happens--that can help explain it


Appropriation - borrowing of a familiar visual image in a way that changes its meaning


Gestalt Theory –We get meaning from what we perceive as “whole” rather than individual parts, based
on several principles of grouping;


·         Common fate - we mentally group items that appear to point in the same direction.

·         Proximity - we closely associate objects that are near to each other more than objects
set far apart.

·         Continuation – we prefer a dedicated direction over sudden or unusual shifts in
direction.

·         Similarity - we group things together that are similar in various ways (color, size,
shape, texture, etc.); we perceive a relationship.

·         Figure/ground - induces us to look for a figure in the foreground (near), separating it
from a background (far).

·         Closure - causes us to mentally supply missing parts.


Conventions – agreed-upon systems of understanding (the ideal man is tall and muscular)


Classification – category into which something is put (photo example: toilet as art)


Frame – filter that influences understanding


Stereotype – generalized idea used as a shortcut to understanding but tends to be inflexible &
inaccurate


Ideology – system of beliefs (ideas) that is not natural but constructed through society and
culture (socialism, etc.)