{"id":281,"date":"2024-12-18T19:40:02","date_gmt":"2024-12-18T19:40:02","guid":{"rendered":"https:\/\/books.chrisfriend.us\/3080\/?post_type=chapter&p=281"},"modified":"2025-01-10T17:23:39","modified_gmt":"2025-01-10T17:23:39","slug":"visual-rhetoric-looks-can-be-deceiving","status":"publish","type":"chapter","link":"https:\/\/books.chrisfriend.us\/3080\/chapter\/visual-rhetoric-looks-can-be-deceiving\/","title":{"raw":"Visual Rhetoric: Looks Can Be Deceiving","rendered":"Visual Rhetoric: Looks Can Be Deceiving"},"content":{"raw":"

\"It's<\/h1>\r\n

Difference Between Digital and Visual<\/h1>\r\nAt first, I believed that [pb_glossary id=\"154\"]visual rhetoric[\/pb_glossary] was a lesser version of what [pb_glossary id=\"153\"]digital rhetoric[\/pb_glossary] represents- but now it\u2019s realized that it couldn\u2019t be further from the truth. Digital rhetoric wouldn\u2019t have ever been discovered without the guidance of visual rhetoric; They share nearly identical aspects and capabilities, with the exception of their intended purpose(s). Digital rhetoric is more generalized when it comes to delivering \u201cthe message\u201d, which means it can be almost anything you see, touch, hear- maybe even smell and taste. On the other side, the rhetoric of the image ONLY hones on what you can interpret from what you see. There\u2019s another thing to keep in mind, \u201cvisual rhetoric is an example of a discrete set of methods and theories that are available to use within the digital rhetoric context\u201d (Eyman 2015<\/a>). You CANNOT use methods\/theories from digital and apply it to visual, but you can if it were the other way around. Now that we\u2019ve covered the weird relationship between visual and digital, let\u2019s switch the focus on all the traits that define visual rhetoric, looking into the art of perception (\u201cthe gaze\u201d), and how visuals impact the overall message.\r\n
\r\n

Review Question<\/p>\r\n\r\n<\/header>\r\n

\r\n\r\nWhat are some of the reasons why visual rhetoric is overshadowed by digital rhetoric?\r\n\r\n<\/div>\r\n<\/div>\r\n

Breakdown of Visual Rhetoric<\/h1>\r\nIn simple terms, Visual Rhetoric can be defined as utilizing imagery as a means to communicate with an audience. Though, there are layers to the meaning as there are multiple variables in which play into this definition. \u201cIt could include the study of the visual aspect of pretty much anything created by human hands\u2014 a building, a toaster, a written document, an article of clothing\u2014making the study of \u201cvisual rhetoric\u201d overlap greatly with the study of design\u201d (Eyman 2015<\/a>). It contains of imagery, typography (fonts), layout, and texts. While imagery is an easy method to utilize, it\u2019s the most powerful component in visual rhetoric due to its flexibility. An image can be so abstract\/specific, but it will always manage to have people form unique interpretations. Texts heavily rely on how well you can structure a single sentence (sometimes a couple but that\u2019s rare)- think of it as attempting to make a strong quote or tagline that will be remembered. Typography is the art of utilizing text in a way that grabs the attention quickly. Pretty much, \u201cooh look at that ad board, those words are huge, and it looks fancy since it\u2019s got a cursive style\u201d. When it comes to layouts, it\u2019s basically just arranging the visuals and text the best way possible. This is mostly seen in clothing- specifically huge brands you would see at the mall. A ton of fleeces and t-shirts have some sort of logo\/text on the front\/side chest because some people like the way it displays. Now everything I just said can be argued that it isn\u2019t the definitive term since literary investigators believe the art of just looking is considered as the definition- which is kind of true.\r\n
\r\n

Review Question<\/p>\r\n\r\n<\/header>\r\n

\r\n\r\nWhat are the names of the elements of visual rhetoric and what do they contribute?\r\n\r\n<\/div>\r\n<\/div>\r\n

Art of Perception and \u201cThe Gaze\u201d<\/h1>\r\nDeveloping perspective is the largest aspect that plays into visual rhetoric. It allows individuals to produce a mental process when looking at a particular thing\/object. For instance, the textbook you\u2019re reading right now; The sole reason why it was designed this way is for the actual [pb_glossary id=\"195\"]content[\/pb_glossary] (the text) to stand out- locking your eyes onto it (look at me breaking the 4th wall). This online textbook also has a simple background with little extra forms of content such as the image on top and the box with questions. Because of the large body text, your eyes would want to scan and interpret anything else on the screen without you even realizing it (kind of like breathing), this is commonly known as \u201cthe gaze\u201d. It\u2019s the examination of visual rhetoric that involves the study of the process of looking (Eyman 2015<\/a>). It sounds simple (and it is), but then you also need to consider the many points of view people can have.\r\n

Visual Rhetoric Impacting the Overall Message<\/h1>\r\nThere\u2019s a single sentence that was said by [pb_glossary id=\"43\"]Marshall McLuhan[\/pb_glossary] in 1964, \u201cThe [pb_glossary id=\"167\"]medium[\/pb_glossary] is the message\u201d- and visual rhetoric is no exception. It really does matter how someone creates the visuals for their intended purpose(s)- \u201cit is the message that we have created a new level of connectedness with other people\u201d (Applen 2013<\/a>). Think about it: if someone were to make a poster to advertise their tattoo services, they would benefit from having their work plastered in the center of an image to enhance focus compared to being in the corner. What if the tattoo artist decides to use more [pb_glossary id=\"384\"]monochromatic[\/pb_glossary] colors to give a sense of emotion to the image? No? Okay, the art is more important than the colors; besides the tattoo artist wants the audience to see their colorful artwork and the purple tint wouldn\u2019t help. Which photo should the tattoo artist use that demonstrates their craftsmanship? Maybe the one where they are working on the arm is a better choice than the finished work. Every color chosen, every angle taken, every object\/subject inside the photo, even the background of the imagery is vital. Even though it\u2019s a single image, there will be an infinite number of interpretations made by audiences based on their personal experiences and literacy. The message is also important because it not only identifies with the audience, but also \u201creflects the idea that how we present ourselves is itself a form of rhetoric\u201d (Garcia 2024<\/a>). What you put on your next social media post matters since it gives followers a based-off interpretation of your character- or maybe you don't care about that [pb_glossary id=\"163\"]digital footprint[\/pb_glossary].\r\n
\r\n

Review Question<\/p>\r\n\r\n<\/header>\r\n

\r\n\r\nWho explained the true meaning of Marshall McLuhan's phrase \"The Medium is the Message\"?\r\n\r\n<\/div>\r\n<\/div>\r\n

Gotta Wrap This Up<\/h1>\r\nKeep in mind that the foundations of visual rhetoric must be acknowledged and comprehensible to you before taking a deep dive into understanding digital rhetoric. All the elements that build the foundations of rhetoric carry meaning that goes beyond aesthetics. So next time when you spot a rock band poster or someone wearing a comic T-shirt and think: \u201cHey that looks sick\u201d, take a moment to realize that you are [pb_glossary id=\"133\"]engaging[\/pb_glossary] in visual rhetoric. And while literary loonies like Eyman may throw around complex terms- don\u2019t let that intimidate you. Sure, the jargon can sound overwhelming at first, but once you break through those barriers, the concepts will become much clearer.\r\n\r\n \r\n
\r\n

Discussion Questions<\/p>\r\n\r\n<\/header>\r\n

\r\n
    \r\n \t
  1. By now, you should have an understanding of the term [pb_glossary id=\"51\"]literacy[\/pb_glossary]. Visual rhetoric is one of the many ways that individuals can gain literacy, provide an example that demonstrates this.<\/li>\r\n \t
  2. Visual Rhetoric can be most powerful when implementing all the elements (visuals, typography, and text), It\u2019s also possible to only use one element and still get that impact. Think of two pieces of work that use mixes of elements (or all) and only one element. What would happen if the two pieces exchanged elements? Would they contain the same message?<\/li>\r\n \t
  3. Recent ads and logos have been modernized so much; they barely share any similarities to their past counterparts. Do you think these changes hinder or elevate the message that\u2019s being conveyed?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>","rendered":"

    \"It's<\/h1>\n

    Difference Between Digital and Visual<\/h1>\n

    At first, I believed that visual rhetoric<\/a> was a lesser version of what digital rhetoric<\/a> represents- but now it\u2019s realized that it couldn\u2019t be further from the truth. Digital rhetoric wouldn\u2019t have ever been discovered without the guidance of visual rhetoric; They share nearly identical aspects and capabilities, with the exception of their intended purpose(s). Digital rhetoric is more generalized when it comes to delivering \u201cthe message\u201d, which means it can be almost anything you see, touch, hear- maybe even smell and taste. On the other side, the rhetoric of the image ONLY hones on what you can interpret from what you see. There\u2019s another thing to keep in mind, \u201cvisual rhetoric is an example of a discrete set of methods and theories that are available to use within the digital rhetoric context\u201d (Eyman 2015<\/a>). You CANNOT use methods\/theories from digital and apply it to visual, but you can if it were the other way around. Now that we\u2019ve covered the weird relationship between visual and digital, let\u2019s switch the focus on all the traits that define visual rhetoric, looking into the art of perception (\u201cthe gaze\u201d), and how visuals impact the overall message.<\/p>\n

    \n
    \n

    Review Question<\/p>\n<\/header>\n

    \n

    What are some of the reasons why visual rhetoric is overshadowed by digital rhetoric?<\/p>\n<\/div>\n<\/div>\n

    Breakdown of Visual Rhetoric<\/h1>\n

    In simple terms, Visual Rhetoric can be defined as utilizing imagery as a means to communicate with an audience. Though, there are layers to the meaning as there are multiple variables in which play into this definition. \u201cIt could include the study of the visual aspect of pretty much anything created by human hands\u2014 a building, a toaster, a written document, an article of clothing\u2014making the study of \u201cvisual rhetoric\u201d overlap greatly with the study of design\u201d (Eyman 2015<\/a>). It contains of imagery, typography (fonts), layout, and texts. While imagery is an easy method to utilize, it\u2019s the most powerful component in visual rhetoric due to its flexibility. An image can be so abstract\/specific, but it will always manage to have people form unique interpretations. Texts heavily rely on how well you can structure a single sentence (sometimes a couple but that\u2019s rare)- think of it as attempting to make a strong quote or tagline that will be remembered. Typography is the art of utilizing text in a way that grabs the attention quickly. Pretty much, \u201cooh look at that ad board, those words are huge, and it looks fancy since it\u2019s got a cursive style\u201d. When it comes to layouts, it\u2019s basically just arranging the visuals and text the best way possible. This is mostly seen in clothing- specifically huge brands you would see at the mall. A ton of fleeces and t-shirts have some sort of logo\/text on the front\/side chest because some people like the way it displays. Now everything I just said can be argued that it isn\u2019t the definitive term since literary investigators believe the art of just looking is considered as the definition- which is kind of true.<\/p>\n

    \n
    \n

    Review Question<\/p>\n<\/header>\n

    \n

    What are the names of the elements of visual rhetoric and what do they contribute?<\/p>\n<\/div>\n<\/div>\n

    Art of Perception and \u201cThe Gaze\u201d<\/h1>\n

    Developing perspective is the largest aspect that plays into visual rhetoric. It allows individuals to produce a mental process when looking at a particular thing\/object. For instance, the textbook you\u2019re reading right now; The sole reason why it was designed this way is for the actual content<\/a> (the text) to stand out- locking your eyes onto it (look at me breaking the 4th wall). This online textbook also has a simple background with little extra forms of content such as the image on top and the box with questions. Because of the large body text, your eyes would want to scan and interpret anything else on the screen without you even realizing it (kind of like breathing), this is commonly known as \u201cthe gaze\u201d. It\u2019s the examination of visual rhetoric that involves the study of the process of looking (Eyman 2015<\/a>). It sounds simple (and it is), but then you also need to consider the many points of view people can have.<\/p>\n

    Visual Rhetoric Impacting the Overall Message<\/h1>\n

    There\u2019s a single sentence that was said by Marshall McLuhan<\/a> in 1964, \u201cThe medium<\/a> is the message\u201d- and visual rhetoric is no exception. It really does matter how someone creates the visuals for their intended purpose(s)- \u201cit is the message that we have created a new level of connectedness with other people\u201d (Applen 2013<\/a>). Think about it: if someone were to make a poster to advertise their tattoo services, they would benefit from having their work plastered in the center of an image to enhance focus compared to being in the corner. What if the tattoo artist decides to use more monochromatic<\/a> colors to give a sense of emotion to the image? No? Okay, the art is more important than the colors; besides the tattoo artist wants the audience to see their colorful artwork and the purple tint wouldn\u2019t help. Which photo should the tattoo artist use that demonstrates their craftsmanship? Maybe the one where they are working on the arm is a better choice than the finished work. Every color chosen, every angle taken, every object\/subject inside the photo, even the background of the imagery is vital. Even though it\u2019s a single image, there will be an infinite number of interpretations made by audiences based on their personal experiences and literacy. The message is also important because it not only identifies with the audience, but also \u201creflects the idea that how we present ourselves is itself a form of rhetoric\u201d (Garcia 2024<\/a>). What you put on your next social media post matters since it gives followers a based-off interpretation of your character- or maybe you don’t care about that digital footprint<\/a>.<\/p>\n

    \n
    \n

    Review Question<\/p>\n<\/header>\n

    \n

    Who explained the true meaning of Marshall McLuhan’s phrase “The Medium is the Message”?<\/p>\n<\/div>\n<\/div>\n

    Gotta Wrap This Up<\/h1>\n

    Keep in mind that the foundations of visual rhetoric must be acknowledged and comprehensible to you before taking a deep dive into understanding digital rhetoric. All the elements that build the foundations of rhetoric carry meaning that goes beyond aesthetics. So next time when you spot a rock band poster or someone wearing a comic T-shirt and think: \u201cHey that looks sick\u201d, take a moment to realize that you are engaging<\/a> in visual rhetoric. And while literary loonies like Eyman may throw around complex terms- don\u2019t let that intimidate you. Sure, the jargon can sound overwhelming at first, but once you break through those barriers, the concepts will become much clearer.<\/p>\n

     <\/p>\n

    \n
    \n

    Discussion Questions<\/p>\n<\/header>\n

    \n
      \n
    1. By now, you should have an understanding of the term literacy<\/a>. Visual rhetoric is one of the many ways that individuals can gain literacy, provide an example that demonstrates this.<\/li>\n
    2. Visual Rhetoric can be most powerful when implementing all the elements (visuals, typography, and text), It\u2019s also possible to only use one element and still get that impact. Think of two pieces of work that use mixes of elements (or all) and only one element. What would happen if the two pieces exchanged elements? Would they contain the same message?<\/li>\n
    3. Recent ads and logos have been modernized so much; they barely share any similarities to their past counterparts. Do you think these changes hinder or elevate the message that\u2019s being conveyed?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n
      definition<\/span>