Persuasive Paths of Meaning

Cara Gieringer

Rhetorical Theory

Research and Application Visual Aid

Ask yourself how specific rhetorical theories can be used to understand your topic of choice.

*with facts or examples using TOOLS - symbols rhetorical devices: words, pictures,

numbers, audio, video

O Do what? present a specific argument* and support that argument with compelling

evidence.

O Why? To INSPIRE, teach, learn. To share ideas that generate interest and spark curiosity and

discovery

O Do to what? Topic/Object to focus learning on ~ about natural ways of meaning making,

receiving and its many points of views shown from various helpers

O How? Using mix of basic understanding of symbols, words, expert advice, perceptions,

feelings, facts, favorites and recorded observations and ideas on similar subject matter;

There are many ways to filter information, possibilities, opportunities, ”right” answers, ideas,

feelings, and contexts to sort through using clues demonstrated by select rhetorical systems

and devices:

O Word systems ~ parts of speech/grammar/semantics/syntax

O Social systems ~language/ethnic backgrounds/roles/intrinsic values

# = “hashtag”; or,

According to the Microsoft

Manual of Style, this

“special character” is

referred to as, “number sign

in most cases, but pound

key when referring to the

telephone (Microsoft, 165).

hashtag symbol <#> is used

on social media sites like

Twitter, to precede a

keyword in a post to tag

content which can then be

indexed and searched.

Pictures are more specific

than words alone.

Words can he lp c la r i f y and expand on mean ing

t h rough v isua l imagery.

Symbolic Language

Source: iPhone app – Daily Inspiration & Quotes

Source: http://applyingmetztheory.blogspot.com/p/gunther-kress.html

“Words are always general and, therefore, vague. Words being nearly empty of meaning need f i l l ing with the hearer and/or reader 's meaning. . .

Unlike words, depict ions are ful l of meaning; they are always specif ic ."

- G u n t h e r K r e s s

What does this picture say about the brain?

The coordinating text on the brain image ad on the previous slide reads:

Literal translation of brain animation

Left brain:

I am the left brain. I am

a scientist. A

mathematician. I love

the familiar. I categorize.

I am accurate. Linear.

Analytical. Strategic. I

am practical. Always in

control. A master of

words and language.

Realistic. I calculate

equations and play with

numbers. I am order. I

am logic. I know exactly

who I am.

Right brain:

I am the right brain. I am

creativity. A free spirit. I am

passion. Yearning.

Sensuality. I am the sound

of roaring laughter. I am

taste. The feeling of sand

beneath bare feet. I am

movement. Vivid colors. I

am the urge to paint on an

empty canvas. I am

boundless imagination. Art.

Poetry. I sense. I feel. I am

everything I wanted to be.

Finding the right balance

I t is your react ion

to advers i ty , not the

advers i ty i tse l f , that

determines how

your l i fe ’s s tory wi l l

deve lop.- D i e t e r F . U c h t d o r f

The Hidden Meanings of Yin and Yang

TED-Ed video by John Bellaimey

~ Yin and Yang ~

http://youtu.be/ezmR9Attpyc

Video

Visual imagery

The three primary areas of persuasion

Source: https://depaul.digication.com/forrest_wrd_103/Analysis_of_Artifact

Source:: Society for Conceptual Logistics

in Communication Research

http://sclcr.com/library/showPic.php?id=51

Here are a few different visual representations of rhetorical theories showing how each communication process functions:

Aristotlelogosproof cause

Burkesymbolsnarrativeact

*Figure taken from page 11, The Meaning of Meaning: A Study of the Influence of Language upon Thought and of the Science of Symbolism, 1923, Magdalene College, University of Cambridge

Semantic TriangleSymbols

The typical story diagram

Source: http://uxdesign.smashingmagazine.com/2010/01/29/better-user-experience-using-storytelling-part-one

I n o r d e r t o d e s i g n a n d t e l l a s t o r yp e r s u a s i v e l y t h e r e a r e k e y e l e m e n t s t o c o n s i d e r a n d b u i l d f r o m s t r a t e g i c a l l y .

T h e s t o r y f o r m u l a

Smashing Magazine Storytelling article

The Power of Emotion

When speaking about stories, we describe the experience in a certain way. It

tends to be more of an emotional experience, sometimes affecting us more on a

personal level in how we relate to the story. This is much different from the way

we traditionally describe the experience with products like websites or

applications. Those are seen as more utilitarian and task-oriented.

If we are able to accomplish what we came to do, say transfer some money in a

banking application, then it has been a good user experience. In order to achieve

our goals, the interface should be usable and function the way we expect. This

view is preached by many usability experts including Donald Norman, a

professor of cognitive science and usability consultant for the Nielsen Norman

Group..

Norman decided to explore people’s relationship to design. The result was the

book Emotional Design. Through his research, Norman found that design affects

how people experience products, which happens at three different levels, and

translates into three types of design:

Source: http://uxdesign.smashingmagazine.com/2010/01/29/better-user-experience-using-storytelling-part-one

Key story elements:

Characters

Motives

Emotional appeal

Conflict

Tension

Context

Situational details

History

Location

Scripted dialogue

Sound effects

Soundtrack

Smashing Magazine article’s blueprint for

“The Hero’s Journey”

My Big Fat Greek Wedding #Truth

Multi-Modal Movie Moments

“A man may be the head of the house But a woman is the neck and she can turn the head any way she wants .”

M a n : h e a d : : W o m a n : n e c k

T h i s s a y i n g l i t e r a l l y i m p l i e s t h a t a w o m a n c a n t u r n o r c h a n g e

m o v e m e n t o f m a n , o r f i g u r a t i v e l y, c h a n g e h i s m i n d .

*Source: http://www.youtube.com/watch?v=yOUYJlL4EaA

C o m m e n t l e f t o n

p u b l i c v i d e o p o s t :

“ S o m e h o w , t h i s f i l m

p r o m o t e s t h i n g s n o t

y e t f u l l y u n d e r s t o o d b y

a c h i l d ' s m i n d . A n d i t ' s

g o o d t h a t t h e y

a s s i m i l a t e a t a n e a r l y

a g e , s u c h a s f a m i l y

v a l u e s , l o v e ,

s o l i d a r i t y a n d u n i t y.

P r o m o t e s m a n y m o r e ,

b u t t h e m o s t o b v i o u s

a r e t h o s e . W e n e e d

m o r e f i l m s l i k e t h i s

n o w a d a y s , w h e n o n l y

v i o l e n c e a n d g o r e a r e

s o p o p u l a r a n d h e a v i l y

p r o m o t e d . ”

Multi-Modal Movie Moments #TruthThe Land Before Time

SOURCES CITED

Source: http://uxdesign.smashingmagazine.com/2010/01/29/better-user-experience-using-storytelling-part-one

Website Article Title: Better User Experience With Storytelling – Part One

Author: Francisco Inchauste

Publish Date: January 29th, 2010

Linked Keywords:

Emotional Design

Usability

User Experience