1. Rhetoric!
Study of effective and persuasive communication. We are examining how signs can be put together to communicate and argue effectively.

2. Rhetoristotle
For Aristotle – rhetoric is “the faculty of observing in any given case the available means of persuasion.”
When we think rhetoric, we think how to use signs towards persuasive purposes in communication.

3. Rhetoric and Parts Ethos Pathos Logos Kairos
Verbal—Language appropriate to audience and subject, correct grammar, fair-minded presentation.
Visual—Uniforms, navigation, typefaces, tight design.
Pathos
Verbal—Connotative meanings, emotionally loaded language, vivid descriptions.
Visual—Images selected, type of shot, colors.
Logos
Verbal—Denotative meanings, statistics, charts, theoretical or abstract language, citations from authority, explanations, and definitions
Visual—Charts, graphs, measurements, comparisons, documentations, schematics, blueprints, organization, and arrangement.
Kairos
The right time and/or place to ethos, pathos, logos someone about something.

4. Bad Kairos?

5. It’s a triangle peppered with Kairos

6. Let’s break this apart

7. Culture Jamming
The purpose is to expose the reality behind corporate spin and reclaim the media and public spaces from the influence of powerful corporations.

8. Advertising and subvertising

9. Advertising and subvertising