![Page 1: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/1.jpg)
Visual RhetoricPersuasion through Images
![Page 2: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/2.jpg)
ADS WITH (ALMOST) NO WORDS
Jeep Ad
Lego Ad
![Page 3: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/3.jpg)
CR
AP:
4 “M
OV
ES
” OF V
ISU
AL R
HETO
RIC From p. 15 of The 4 Principles of Design, by Robin Williams
![Page 4: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/4.jpg)
CONTRAST
A particular design element is emphasized through the use of contrast in type, color, size, line, thickness, space, shape, etc.
Directs the viewer’s attention
Metropolitan Life Ad
![Page 5: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/5.jpg)
Repetition
Visual elements are repeated, such as color, shape, texture, spatial relationships, line thickness, size, and font
Helps strengthen organization and give visual unity
IPhone Ad
![Page 6: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/6.jpg)
ALIGNMENT
Visual elements are connected by their alignment horizontally, vertically, diagonally, radially, etc.
Creates sense of order or dynamic tension
Ipod Ad
![Page 7: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/7.jpg)
PROXIMITY = CLOSENESS
Related items are grouped together so as to become a visual unit
Helps organize information and reduces clutter
British Airways Ad
![Page 8: Jeep Ad Lego Ad From p. 15 of The 4 Principles of Design, by Robin Williams](https://reader036.vdocuments.us/reader036/viewer/2022083010/5697c0191a28abf838cce84e/html5/thumbnails/8.jpg)
CR
AP W
OR
KS
TO
TETH
ER
… HOW ARE THE PRINCIPLES OF CONTRAST, REPETITION, ALIGNMENT, AND PROXIMITY OPERATING IN THIS AD?
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PS
A, A
D, O
R B
OTH
?
• Trying to sell product
Ads
• BOTH ARE AIMED AT PERSUATION
• BOTH TARGETED TO PARTICULAR AUDIENCE
Both • Trying to change attitudes or behavior
PSAs
Both genres use visual, textual, and auditory rhetoric aimed at persuasion; both targeted to particular audience.Moreover, their purposes, while distinct, can sometimes overlap.