Week 6 : Rhetoric and Persuasion

WELCOME TO SOUTH AFRICA WORLD CUP 2010 vs DRINK PEPSI????

Can you imagine If you drink PEPSI you will become best football player...huh..?

Ans : NO..

New Pepsi commercial for 2010 FIFA World Cup in South Africa. This spot takes a humorous approach with football stars such as Kaka, Drogba and Henry playing soccer in a small African Village. The best part of the video is when a goofy looking Lionel Messi (National Player of Argentina) pops out of a field at the end. It’s hard to believe he is the best player in the world.

REF : http://www.soccermusic.net/2010/04/akons-oh-africa-pepsi-ad-featuring-messi-henry-drogba/

Introduction

For my visual journal week 6, I used an examples an adverts to analyse. An image and a video above are related and have a same meaning of advertisement.If you see the video you will know advertisements for PEPSI but if you see an image above, probably you will find difficulty to interpret what is it all about. Maybe you thing that three people with the same clothes will fight with the African people. I wish to argue that there is a visual rhetoric in advertisements to attract many customers and show the powerful of the company. Image above you can seen three people which using same clothes were football stars. The reason why I want to investigate advertisements because advertisements is a common means used by many organizations or companies all over the world to persuade their quality of products or services not the quantity.


Advertisements above has a visual rhetoric because there is an unstated argument. Probably if you choose PEPSI, you can fly to South Africa to watch FIFA world cup 2010. Big companies or well known companies will sponsored big events to gain big income and big investments for future benefits. This advertisement uses football stars to persuade people. PEPSI is the best choice if you want to be more professional, energytic and relax. This advertisement inserted an enthymeme, An enthymeme is incomplete syllogism. They welcome all people around the world to come to South Africa because people are friendly. PEPSI persuade viewers by sponsoring FIFA world cup tournament to sale their products. The rhetoric was created syntactically and semiotically in the image and video. For example syntactic for rule of third, ball are focus. Semiotically in term of clothes that used by football players, design and attach by PEPSI logo, for examples colours are blue.in term of representation of manner like expression is aggressive.

In conclusion, to design a good adverts, the rhetoric need to inserted. Viewers have they own perception. PEPSI advertise their products on big events to persuade their customers. Big events are the peak time to advert products. Quality of advertisements must created syntactically and semiotically to look more attractive and professional.

References:

~ Robert J.Fogelin.Understanding Arguments:an Introduction To Informal Logic.(1978), United States.

~ Gillian Rose, Visual Methodologie (2001), London, SAGE Publications.

Week 5 : Gestalt effect and schema theory

Gestalt comes from the German noun that mean form or shape. Wertheimer conclude that visual perception was a result of organising elements or form into various group.

Tutorial week 5,

First visual schema,

REF: http://covertress.blogspot.com/2008/10/peanuts-coloring-book-fire-safety.html

Second visual schema,

REF: http://www.smileyme.com/listprod.asp?ptype=119

I choose the two schema images above because in contexts group of children between the ages or 8 - 10 years old. Most children like cartoons and funny presentation to understand them. The two images are interdependence for example ask them to practice and give them tips what they need to do.

This visual images is congrous. Even though the visual requires them to think but it just straight to the point and positive effect like funny and acceptability.

Week 4 : Visual SYNTAX, SEMANTICS & PRAGMANTICS

In visual communication, there are three important rules and dimension:-

1)Syntax
2)Pragmantics
3)Semantics

As stated by Brown.K, Miller.J(2001) in a book "Syntax A Linguistic introduction to sentence structure"Syntax is to resolve (a sentence etc.) into its component parts and describe them grammatically. In linguistic work each of the 'component parts' of a sentence is a 'constituent' and the whole procedure is 'constituent structure analysis'. Syntax also can be consider as grammar in visual. The rule of third which the rock is in the middle of it that where we focus first then to the background, then cows, then fire then smoke. As we can see the rule of contrast the background and foreground match with each other. We can see the background and foreground and where it want to focus clearly. We can also feel the tense of the image".(p.12)


Above image, your eye will start to see from face, then to his hand and texts.


The Egyptian used above images for communication. This image is called hieroglyphs.

As stated by Gorge Yule (1996) in his book titled Pragmatics, "Syntax is the study of the relationship between linguistic forms, how they are arranged in sequence and which sequences are well-formed. This type of study generally takes place without considering any world of reference or any user of the forms. Semantics is the study of the relationship between linguistic forms and entities in the world; that is, how words literally connect to things. Semantics analysis also attempt to establish the relationship between verbal descriptions and states of affairs in the world as accurate (true) or not, regardless of who produces that description. Pragmatics is the study of the relationship between linguistic forms and the users of those forms. In this three-part distinction, only pragmatics allows humans into the analysis." (p.4).

In conclusion, images have structure. Professional photographer need to know rules and dimensions of images.


References:

~Yule, Goerge (1996). Pragmatics. Oxford University Press.

~Brown, Keith & Miller, Jim (1991), Syntax A Introduction To Sentence Structure. London

Week 3 : SeMiOtIcS REVISTED - Study Of Sign

Semiotics

• is a method of analysing texts which are cultural objects, i.e., artefacts.
  
  
• is the study of sign systems and the way they operate in a culture.
  
  
• examines text as collections of signs drawn from a public system of meaning and representing certain cultural ideas and values.
  
  
• is the study of how individuals arrive at the meanings of various symbol systems.

There are various terms that we use when we deconstruct or analyse visual (i.e., video, TV, advertisements, movies, books, radio, posters, music, music videos. We supply the cultural knowledge to make meaning of signs and what they signify.

Semiotics is the study of how we use symbols. For examples are letters and numbers which have meaning between parties.Semiotics (called semiology in Europe) is the study or science of signs.

“The more you know, the more you see”, from the culmination of Aldous Huxley’s anthem.

"Semiotics is concerned with everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else." -- Umberto Eco

Example:-

Signs are the actual objects, sounds, images, that are present in an advertisement. For instance, in PEPSI ad, the signs would include: the PEPSI tin, young adults who have gorgeous bodies and looks, their clothing, skate boards.

Signify - the PEPSI ads signify such things as fun, health, group activity, beauty.

Connotation is the act of interpretation. Thus, the connotation behind the coca cola advertisements is that if you drink PEPSI will enjoy this life style, have fun, be physically healthy and good looking, and belong with the in-crowd.

REF: http://www.toxel.com/inspiration/2008/05/27/14-creative-advertisements/

“Reserved for Drunk Drivers” Advertisement

The advertisement could be categorised for drunker who driving his/her own cars. Cark park are available anyway you want for example 'hit the trees'. I choose above image because its semiotic and announce drunker who will driving after drink. List of signs are

• Road
• Card Park line
  
• Border of the road.
• Trees
  

Signify

These signs signify such things as: dangerous, car accident, injured, death.

Connotations

(involved in reserved for drunk drivers)

The advertisement connotes that if you, a drunker driver you might be troublesome or accidentally. Beware and don't drive if you feel dizzy after drunk alcoholic.

Tutorial task,

Images above signify Brunei delicacies. Five signifiers Brunei food delicacies are cincin, penyaram, kelupis, ambuyat and sapit. Picture of mosque connotes Bruneian people are mostly muslim. Map of Brunei and the mosque represent Brunei tradition and cultures. The logo of Brunei tourism as an anchorage and combine the five signifiers of the food delicacies and reflect with the mosque and map of Brunei. This images signifier Brunei Darussalam has uniqueness with label Brunei is unexpected kingdom.

References:

http://www.bruneitourism.travel/ (Surfed on 01 September 2010)

Paul Martin Lester, Visual Communicatio (1995),Wadsworth Publishing Company