scholarly journals 3. The Graphic Communication Actor: Generating Visual Rhetoric for Development Initiatives

2020 ◽  
Vol 20 (1) ◽  
pp. 262-279
Author(s):  
Sylvester Zifegha Ebigbagha
Keyword(s):  
Content Analysis ◽  
Visual Rhetoric ◽  
Visual Communication ◽  
Target Audience ◽  
Media Production ◽  
Graphic Communication ◽  
Public Expression ◽  
Input And Output ◽  
Graphic Language ◽  
Development Initiatives

AbstractThe art of using language for public expression in order to persuade target audience to support development initiatives is a key reason for graphic communication. This requires communication actors particularly, the graphic encoder to know salient input and output variables of communication for effective mediation. However, the prevalence ignorance of these variables, often results in ineffective media production that is counter-productive to development. Therefore, this paper focused on production of practical rhetoric in graphic language for development programmes. The paper employed the critical-historical-analytic examination and content analysis methods. It introduced the reader to the need for practical rhetoric in visual communication. Furthermore, it highlighted the salient input and output variables that the graphic communication actor need be conversant with in order to produce visual rhetoric, using the McGuire’s Communication/persuasion Matrix. And it exemplified graphic media that result from application or neglect of the knowledge of the variables. The paper found that consideration of the variables afforded production of effective rhetoric in graphic language. The paper ended with the need for graphic encoders to internalize knowledge of the input and output variables and utilize it during the process of media production to generate visual rhetoric with desired effect.

scholarly journals The Graphic Communication Actor: Generating Visual Rhetoric for Development Initiatives

2020 ◽  
pp. 1-10
Author(s):  
Ebigbagha Zifegha Sylvester
Keyword(s):  
Content Analysis ◽  
Visual Rhetoric ◽  
Visual Communication ◽  
Target Audience ◽  
Media Production ◽  
Graphic Communication ◽  
Public Expression ◽  
Input And Output ◽  
Graphic Language ◽  
Development Initiatives

The art of using language for public expression in order to persuade target audience to support development initiatives is a key reason for graphic communication. This requires communication actors particularly, the graphic encoder to know salient input and output variables of communication for effective mediation. However, the prevalence ignorance of these variables, often results in ineffective media production that is counter-productive to development. Therefore, this paper focused on production of practical rhetoric in graphic language for development programmes. The paper employed the critical-historical-analytic examination and content analysis methods. It introduced the reader to the need for practical rhetoric in visual communication. Furthermore, it highlighted the salient input and output variables that the graphic communication actor need be conversant with in order to produce visual rhetoric, using the McGuire’s Communication/persuasion Matrix. And it exemplified graphic media that result from application or neglect of the knowledge of the variables. The paper found that consideration of the variables afforded production of effective rhetoric in graphic language. The paper ended with the need for graphic encoders to internalize knowledge of the input and output variables and utilize it during the process of media production to generate visual rhetoric with desired effect.

scholarly journals Advances in Engineering Graphics: Improvements and New Proposals

Symmetry ◽  
2021 ◽  
Vol 13 (5) ◽  
pp. 827
Author(s):  
José Ignacio Rojas-Sola
Keyword(s):  
Computer Animation ◽  
Computer Aided Design ◽  
Geometric Modeling ◽  
Correct Interpretation ◽  
Special Issue ◽  
Engineering Graphics ◽  
Communication Techniques ◽  
Graphic Communication ◽  
Graphic Language ◽  
Aided Design

The study of graphic communication techniques that engineers, architects, and designers use to express ideas and concepts, or the graphic expression applied to the design process, is becoming increasingly important. The correct interpretation of graphic language allows the development of skills in the training of an engineer or architect. For this reason, research on this topic is especially valuable in finding improvements or new proposals that help toward a better understanding of those techniques. This Special Issue shows the reader some examples of different disciplines available, such as engineering graphics, industrial design, geometric modeling, computer-aided design, descriptive geometry, architectural graphics and computer animation.

scholarly journals Analisis Isi Daya Tarik Pesan Iklan Berdasarkan Elemen Print Ad pada Iklan Sabun Mandi di Majalah Femina Periode Januari 2014- Agustus 2016

2017 ◽  
Vol 9 (1) ◽  
pp. 44
Author(s):  
Nadya Istighfarina ◽  
Ratih Hasanah Sudrajat
Keyword(s):  
Content Analysis ◽  
Mass Media ◽  
Target Audience ◽  
Descriptive Content ◽  
Quantitative Descriptive

One of mass media in Indonesia that used for advertising is Femina magazine. The target audience of Femina is women and because of its target audience, so Femina being potential magazine for cosmetics and toiletries product to advertise. One of toiletries product is soap.  In copywriting, print ad has an element that consist of headline, subheadline, body copy and ilustration. An advertisement has an appealing point that consist of informational, emotional and combination to attract the readers. The aim of this research is to identify domination of appealing point by print ad element in soap advertisement on Femina magazine period of Jauari 2014- August 2016. Method of this research using quantitative descriptive content analysis. Total object of this research are 27 advertisement. The result of this research showing that domination of using headline in advertisement is provocative headline with percentage 44,44%, advertisement tend to not using subheadline with percentage 51,85%, domination of body copy in advertisement is using picture- caption copy with percentage 48,15%, advertisement tend to using photography ilustration technique with percentage 96,29% and domination of appealing point is using informational appealing point with percentage 48,15%.Salah satu media massa yang terdapat di Indonesia yang digunakan untuk sarana beriklan adalah majalah wanita Femina. Karena target pembaca Femina adalah untuk wanita, maka Femina adalah majalah berpotensial bagi para produk kecantikan dan toiletries untuk beriklan. Salah satu produk toiletries adalah sabun mandi. Dalam penulisan iklan (print ad) memiliki elemen yang terdiri dari headline, subheadline, body copy dan ilustrasi serta mengandung suatu daya tarik agar menarik perhatian pembaca yang terdiri dari daya tarik rasional, emosional dan kombinasi. Tujuan penelitian ini adalah untuk mengetahui dominasi daya tarik pesan berdasarkan elemen print ad pada iklan produk sabun mandi di majalah Femina periode Januari 2014 hingga Agustus 2016. Metode pada penelitian ini menggunakan analisis isi kuantitatif deskriptif. Objek dalam penelitian ini adalah 27 iklan produk sabun mandi. Dari hasil penelitian yang dibagi ke dalam 5 kategori, menunjukkan bahwa dominasi penggunaan headline adalah provocative headline sebesar 44,44%, iklan cenderung tidak menggunakan subheadline dengan persentase 51,85%, dominasi body copy pada iklan menggunakan  picture- caption copy sebesar 48,15%, iklan cenderung menggunakan teknik ilustrasi fotografi dengan persentase sebesar 96,29% dan dominasi daya tarik pesan pada iklan menggunakan daya tarik rasional sebesar 48,15%. 

Visuality in Corporate Communication

2020 ◽  
pp. 37-59
Author(s):  
Özen Okat ◽  
Bahadır Burak Solak
Keyword(s):  
Visual Communication ◽  
Corporate Communication ◽  
Target Audience ◽  
Brand Awareness ◽  
Visual World ◽  
Visual Narratives ◽  
Visual Identity

One of the most important areas where visual communication is prominent today is marketing. Brands try to adopt to the visual world of today in order to make their communication with their target audience more meaningful and effective. This way, organizations, and therefore brands, take significant steps for differentiation from their competitors by forming their visual identity. Additionally, considering the current advertisements of brands, it is seen that visual narratives are highly abundant. In this context, brands which are starting to use visual communication effectively are gaining a broader place in the memories of their target audience by increasing brand awareness. As a result, it is believed that the significance of visual communication and identity is increasingly higher in terms of influencing existing and potential masses by being integrated into the visual world of today.

scholarly journals The role of content marketing in social media content communities

2017 ◽  
Vol 19 (1) ◽  
Author(s):  
Charmaine Du Plessis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Target Audience ◽  
Point Of View ◽  
Sufficient Evidence ◽  
Media Content ◽  
Daily Lives ◽  
Specific Content ◽  
Use Of Social Media ◽  
Content Marketing

Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme.Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities.Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

scholarly journals The First Prime Minister of the Instagram Age: The Visual Rhetoric and Image Management of Justin Trudeau

2021 ◽  
Author(s):  
Loren Dingwall Dingwall
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Political Communication ◽  
Visual Rhetoric ◽  
Prime Minister ◽  
Management Strategies ◽  
Image Management ◽  
Political Communications ◽  
Emotional Appeals ◽  
Key Techniques

This research focuses on an analysis of the visual rhetoric and image management of Prime Minister Justin Trudeau’s Instagram photographs. As Instagram has grown in popularity, politicians and celebrities alike have harnessed the platform to convey their stories, brands, and messages to audiences, thereby curating and controlling the images presented to a wider audience. In Trudeau’s case, Instagram is employed as a strategic tool for image management. The literature review draws from key relevant subject areas: visual rhetoric and rhetorical studies, research on Instagram, political communication, and visual methodologies. Drawing on key elements from Hill (2006), Filimonov et al. (2016), and Kress and van Leeuwen’s (Harrison, 2003) research, research questions focused on examining the use emotional appeals, image management strategies, and how Trudeau engages his audience. This research investigates how Trudeau’s image is crafted using visual rhetoric and image management in his Instagram photos through a content analysis. The project involved coding fifty of Trudeau’s Instagram images—through content analysis—systematically from October 19, 2015-March 2, 2017. Examining these images provides insight into the rhetoric and image management constructed through the visual images Trudeau presents on Instagram. Findings reveal that emotional appeals are a prominent factor in the images, that Instagram is used as a strategic tool for image management, and that Trudeau’s images engage his audience by balancing personalization and professionalism while inviting users in on private personal and professional moments. This research highlights key techniques in strategic political communications with key tools for image management and building visual rhetoric through visual means on social media. The methods explored in this research can inform professional communicators’ decisions regarding the images posted to social media (and Instagram in particular) and their content, their captions, and how they work to construct a narrative on social media that aligns with offline communications goals.

scholarly journals Social representations of teachership based on cover images of Finnish teacher magazine: A visual rhetoric approach

2019 ◽  
Vol 7 (2) ◽  
pp. 890-912
Author(s):  
Jari Martikainen
Keyword(s):  
Content Analysis ◽  
Professional Identity ◽  
Student Teachers ◽  
Trade Union ◽  
Visual Rhetoric ◽  
Social Representations ◽  
Ideal Type ◽  
Homogeneous Type ◽  
Semiotic Analysis ◽  
Visual Form

Media plays an important role in the formation of social representations. This study examines the cover images of Finnish Teacher Magazine published by the Trade Union of Education as means of communicating social representations of teachership among its readership consisting of teachers and student teachers. In order to critically discuss the structure of the cover images and their implications in terms of teachers’ professional identity, the study applies a visual rhetoric approach to the study of visually mediated social representations. The data consist of 138 cover images of Teacher Magazine between the years 2013 and 2017. The analysis of visual rhetoric was conducted using content analysis and semiotic analysis that provided means of examining both the visual form of the cover images and meanings communicated through them. Even though this study detects a variety of social representations of teachership, it also identifies a highly homogeneous type of teacher throughout the imagery, which is understood to present the members of the Trade Union with an ideal type of their profession. Consequently, cover images of Teacher Magazine appear to be vehicles of inclusion and exclusion, strengthening certain social representations of teachership and marginalizing others.

scholarly journals Polyhedral communication in architecture

2021 ◽  
Vol 5 (1) ◽  
pp. 9
Author(s):  
Belén Butragueño Díaz-Guerra ◽  
Javier Fco. Raposo Grau ◽  
María Asunción Salgado de la Rosa
Keyword(s):  
Design Process ◽  
Architectural Design ◽  
Target Audience ◽  
The Public ◽  
Communicative Strategies ◽  
Fundamental Relationship ◽  
Graphic Language ◽  
Communicative Strategy

There are multiple communicative strategies in architecture depending on the target audience. The mechanisms of representation may radically vary when the recipient is the client, the constructor, the curator, a colleague or even an instructor (1). As an example, the approach may be mainly visual when the target is the client. However, it may be strictly structural to start a conversation with a peer ad mostly conceptual when pointing to the jury members in a competition. In certain cases, the adaptation of the graphic language to the different scenarios leads to such a distortion on the message that the original project is hardly recognizable. To illustrate this point, the article will focus on the project of the Public Seattle Library, designed by the architect Rem Koolhaas. The analysis of five different communicative strategies of the project show peculiar and unequal graphic narrations: from the concept book of the competition, the website of LMN (the American partners of Rem Koolhaas- OMA in this particular project), the website of OMA, the coverage on the Seattle press, the Library Brochure for teenagers and the approach developed on the "Content" book. Rem Koolhaas coined the concept of "design of information" to express the fundamental relationship between the message and media in architecture. In his practice, the communicative strategy is present from the beginning of the design process till the final stages. In this article, the thoughtful comparison of these examples will enable to extract conclusions on the use of communication in architectural design and reflect on the iconic and communicative dimension of architecture in general.

scholarly journals TOKOH WAYANG SEMAR SEBAGAI BUDAYA LOKAL INDONESIA DALAM RANGKA MEMPERKAYA IMAJINASI DAN SUMBER KREATIVITAS DEKAVE

2020 ◽  
Vol 7 (3) ◽  
pp. 128
Author(s):  
Endro Tri Susdarwono
Keyword(s):  
Qualitative Research ◽  
Visual Communication ◽  
Analytical Study ◽  
Target Audience ◽  
Local Culture ◽  
Human Beings ◽  
Design Work ◽  
Normative Approach ◽  
Visual Communication Design ◽  
Communication Design

The purpose of this study is to discuss the Semar puppet characters who are Indonesian local culture as a wealth of imagination and a source of creativity in the creation of visual communication design works. This research is a qualitative research, the type of research uses a comprehensive analytical study and analytical normative approach. Indonesian local culture needs to be embraced into a wealth of imagination and a source of creativity for the process of creating advertising design works. By following the prevailing customs, upholding morality, and prioritizing local cultural wisdom to be later appointed as inspiration, source of ideas and ideas, as well as software to communicate various commercial, social, or moral messages to the target audience, existence A visual communication design work will accentuate people's lives, in the end it is expected to be able to enlighten the thoughts and feelings of human beings who live and fill their lives according to their respective talents. The mysterious Semar wayang figure is also part of the religious mythological figure loved by the Javanese people in particular. Therefore, Semar is considered to have high value and value in wayang as part of Javanese life. So, of course the character Semar will be interesting to study more carefully and more deeply in terms of philosophy in an effort to unravel the mystery that surrounds him.

Advertising Appeals Used in Children's Television Networks

2019 ◽  
pp. 343-356
Author(s):  
Elif Esiyok
Keyword(s):  
Content Analysis ◽  
Target Audience ◽  
Children's Television ◽  
The Other ◽  
Analysis Method ◽  
Advertising Appeals ◽  
Content Analysis Method ◽  
Emotional Appeals

Advertisement is a way of communication preferred by companies so as to communicate with their target audience. Nowadays, children account for a large number of consumers worldwide, having their own preferences in terms of fashion, toys, foods, and television channels. One of the most important aspects of advertisement is the appeal. This chapter deals with the appeals mostly used in children targeted advertisements and analysis their content. In total, 334 advertisements were analyzed through content analysis method. The findings of the study show that emotional appeals are far more commonly used than rational appeals. Specially in toy advertisements, the joy/happiness sub-appeal is preferred more than the other sub-appeals. As for the use of rational appeals analyzed, it appears that the price sub-appeal tops the list.

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