ethos: appeal to credibility ethos is the author’s way of establishing trust with his/her reader ...
TRANSCRIPT
Ethos: appeal to credibility
Ethos is the author’s way of establishing trust with his/her reader
How do author’s establish credibility?
Rhetorical appeals
Logos: appeal to logic
Consistency and clarity of an argument
What evidence does the writer provide that convinces the audience that his/her argument is logical-that it makes sense?
What proof is the author offering?
Kairos: Appeal to timeliness
Type of persuasion that pertains to “the right place and the right time”
Does the author make claims about a situation that is happening right now?
How does the author make the most of a particular moment?
Definitions and applications◦Use of images as argument◦Arrangement of elements on a page ◦Use of typography (fonts, etc.)◦Analysis of existing images and visuals
What is visual rhetoric?
We use visual thinking as a major part of our cognition (thinking process)
We live in a visually dominated world, so…
We must be able to read, dissect, and produce effective visuals
Visual Rhetoric
Creating paths for the eye◦Striking, eye-catching elements◦Finding information easily
Design as rhetorical organizationConsistency in design
◦Pitfalls of pre-fab templates
Things to consider: Proximity • Whenever you vary the amount of space between
and around text elements so that related items are close to one another, you are employing the principle of proximity
Contrast • Contrast is the design features that sets some
aspects of a page from others. Primary colors: red, yellow, and blue. Secondary colors are formed by combining primary colors. Complementary colors.
Alignment• Alignment is the design feature that
provides a consistency in the placement of text and graphical elements on a page.
Text elements◦ How type functions and choosing fonts◦ Headline versus body text◦ Text and the Web
Color◦ Colors can be connected to certain emotions
Visuals and graphics◦ Clip art◦ Illustrations and diagrams◦ Graphs◦ Photographs and manipulated images
Overall design
Visual Rhetoric
“Personalities” of type◦Formal and informal fonts◦Consequences and font choices Consider effect of font choice Personality and appropriateness
Font types
Font choice will build or harm ethos (author’s credibility)◦Context and purpose of document is important
◦Cultural and visual associations of fonts should fit document
Fonts
How text functions◦Type of text dictates font choice Emphasis and attention Information
◦Sustained readability
Differences between print and the Web◦Accommodating users and browsers
◦HTML standard fonts
◦Screen readability
Found images versus captured photographs◦Copyright◦Composition and quality
Achieving effects with photos
Photographs