Visual RhetoricPersuasion through Images

ADS WITH (ALMOST) NO WORDS

Jeep Ad

Lego Ad

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

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

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

ALIGNMENT

Visual elements are connected by their alignment horizontally, vertically, diagonally, radially, etc.

Creates sense of order or dynamic tension

Ipod Ad

PROXIMITY = CLOSENESS

Related items are grouped together so as to become a visual unit

Helps organize information and reduces clutter

British Airways Ad

CR

AP W

OR

KS

TO

TETH

ER

… HOW ARE THE PRINCIPLES OF CONTRAST, REPETITION, ALIGNMENT, AND PROXIMITY OPERATING IN THIS AD?

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.