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Luke Heyes, 2012

METONYMY

the screwdriver is an indexical image of the connection between two things, much like the en-足dash


RHETORICAL TROPES

hyperbole the state of Idaho is scaled down to act as a grand piano. the imagery represents a musician from the state who most likely has a large hometown fanbase.

source Jason Munn, 2006


RHETORICAL TROPES

PARODY

bp, a global gas and oil company was known for promoting themselves as a environmentally friendly company, but quickly turned into one

of the most hated companys after the 2010 oil spill. Artist Unknown.


Using clear vector graphics, directional elements, and sans-­serif descriptions this how-­to guide clearly and logically explains the photo lettering process. In adition the colors and decorative typeface add to the connotations associated with photo lettering. (From the photo lettering viewbook)

This informational map of San Francisco gives a logical view of the city by using text to name the streets and color to show the areas of the city. (By Axis Maps)

This type guide gives factual information through the use of clear informational vector graphics and color coding. Any type amateur can learn the do’s and don’ts of the type world. (By Co. Design)

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LOGOS TO APPEAL TO LOGIC

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MODES OF APPEAL : ETHOS : to develop ethos

The use of the bold, oblique type supports

The traditional serif typeface shows a credible

the Jimmy John’s brand and tagline “Freaky

company,as well as the logo that acts as a seal

Fast!”. The logo also creates ethos as a

of approval. By Daniel Cole.

recognizable symbol that reassures you of their quality food and trustworthy history. By Mike Krol.

Through the use of the the year, tagline, keywords (authentic, original, and heritage) and stylistic rendering the image creates a credible company that respects their audience’s values. By Caleb Owen Everitt


PATHOS to appeal to the emotions

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A collaborative poster between, HOPE (Helping Other People Everywhere) and Obey to raise awareness for Darfur. The powerful and motivational imagery of the children focuses on the future of Darfur. This series of posters was created by Shepard Fairey, Florencio Zavala, Jesselisa Moretti, Cleon Peterson, Zach Gibson, Casey Ryder and Kristian Henson

This vintage, 1953 Royal typewriter ad uses color to target specific persons. Every color evokes a feeling and carries connotation. Here pink is for the frivolous, blue for the calm and collected, grey for the conservative, and charcoal for the executive!

This postcard welcomes you to Portland, Oregon by using imagery as text. It creates a romantic ideal of the city of bikes, roses, timber and nature. As well as scruffy men in plaid. Postcard by Betty Turbo.


Modes of Appeal + Rhetoric