• Archives of design research
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• v.16 no.4
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• pp.207-214
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• 2003

The reason why rhetoric is important to a moving image is that a moving image communicates through non-verbal communication language. At first, rhetoric in a moving image functions to be persuasive in the story of a moving image. Second, rhetoric works to enhance an aesthetic value for a moving image. Thus we feel good when we are watching a moving image with well embeded rhetoric. On the other hand, we see extened rhetoric to enhance an imaginary because of a hollywood movie with visual effect and a digital movie. Visual images now formed using more signigier compared to signified for signification. Also we see that every signifier structured metaphorically to function as a sign. In this paper, 1 am going to explain the principles of rhetoric applied to a moving image so that we can better understand a signification on visual image.

• Journal of the Korea Convergence Society
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• v.13 no.5
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• pp.145-154
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• 2022

The purpose of this study is to investigate the difference in advertising effect of visual rhetoric type of Facebook ads depending on the user sensitivity and level of empathy. The experiment was designed as a between-subjects factorial design (visual rhetoric type) × 2 (brand sensitivity) × 2 (level of empathic understanding). The results of the experiment performed to analyze the strategies of Facebook ads for ads effectiveness can be summarized as follows: a three-way interaction effect for persuasive effects was found among the type of visual rhetoric, brand sensitivity, and empathic understanding for both types of visual rhetoric. Breaking down it by type of rhetoric, no interacting effect was observed between brand sensitivity and empathic understanding levels for the visual simile ads in most of the dependent variables. For the visual metaphor ads, however, the brand sensitivity and empathic understanding levels were found to have interaction effect in all dependent variables.

• Archives of design research
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• v.15 no.3
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• pp.181-190
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• 2002

Rhetoric, simply defined, is the art of persuasion. Gui Bonsiepe, Robin Kinross, Hanno, Ehses and Richard Buchanan have all spoken of rhetoric as an element of the theory of design. St. Joost Academy in the Netherlands has tried to present the theory and practice of a new kind of designing based on rhetoric since 1995. Post-St Joost was the name of the experimental graduate programme. They adopted visual rhetoric as a matrix for setting up a new type of exercise and assignment in design education. In this paper, 1 have tried to show that rhetorical approach can play an important role in the development of a view of design as a discipline in its own right. The first chapter looks at the brief history of rhetoric in western culture. And the following chapter focuses on the development of design rhetoric and visual rhetoric in the twentieth century. 1 hope this essay will contribute to find the designerly way of knowing, thinking and doing.

• Journal of Digital Contents Society
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• v.14 no.4
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• pp.481-491
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• 2013

This paper is introducing on a strategy of storytelling which is utilized as a core skill in developing cultural contents. The proposed storytelling method consists of three steps(planning, production, editing). The method of storytelling strategy is based on rhetoric metaphors and classifies rhetoric metaphors into three kinds of image metaphor, image personification and image simile. This thesis produced and studied 3 visual-image contents including 1 metaphor, 1 personification and 1 simile. As a result, visual-image contents can be a resonable method of the communicational act of visual-image contents with a rhetoric expression. This result will contribute to recognize the possibility of expressing visual-image contents by various figure. Recently, there are a lot of concernments on the expression by creative visual-image contents, but a theoretical study on creative idea for visual-image contents is insufficient. So, in the future, this thesis will be used for basic materials to express a creative visual-image contents, and also contribute to offering basic theories for visual-image contents study and teaching.

• Journal of the Korea Convergence Society
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• v.11 no.4
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• pp.165-172
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• 2020

The purpose of this study is to primarily explore the characteristics of 'irony' and focus on the process of visualizing it. 'Irony' is one of the rhetorics used to describe the context or situational aspects of writing. This 'Dépaysement' that appears in art history corresponds to 'ironic' rhetoric in writing. 'Dépaysement' is a combination of techniques, which conveys a message through de-familiarizing rhetoric. With the images conflicting with each other in logic on the same canvas. 'Dépaysement' and 'ironic' rhetoric have commonalities in that they produce a situation with opposite or contradictory images and obscure the images and the situation by distorting them into being different from what has usually been known. In conclusion, Ironic Characteristics and Visual technique elements of dépaysement are identical, this study attempts to understand the visual language by analyzing 'the visual irony' that appears in artworks.

• Korean Institute of Interior Design Journal
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• no.39
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• pp.28-36
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• 2003

The yardstick of value has transformed into personal and sensitive one after it went through an Industrial society. The space in the society of sensitivity is defined by a semiotic character rather than as a physical object aimed at satisfying basic desire. Through this character, space makes a meaning and comes to exist an exchanging productive place. Environmental transformation is demanding further ample sensitive expression. In connection with the above, this thesis aims to identify the characteristics of sensitive and human-centered approach and systematize the analogy analysis which is applied to the interior space, classified by elements by introducing the concept of analogic inference in the field of rhetoric and through a diverse genres. As an approach, this thesis is entitled the analogic inference of the field of rhetoric to various art genres, and as a analogic interpretation genre, this thesis Is subdivided it into the fields of literature, image, fashion, flower art, and visual design, and study the analysis of analogic inference as a means of materializing storied space through the connection literature with design.

• Journal of Educational Research in Mathematics
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• v.13 no.1
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• pp.13-28
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• 2003

Practice of proof is considered in, the view of language and meta-mathematics, recognizing the role of proof that is the means of communication and development of mathematical understanding. Linguistic components in proof texts are symbol, verbal language and visual text, and contain the implicit knowledge in the meta-mathematics view. This study investigates the functions of linguistic elements according to Halliday's functional grammar and the rhetoric skills in proof texts in math textbook, teacher's note, and student's written text. We need to inquire into the aspects of language for mathematics learning process and the understanding and use of students' language.

• Archives of design research
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• v.18 no.3 s.61
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• pp.95-104
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• 2005

Although the volume and complexity of available information have increased, our ability to process such volume of complex information has not been met with corresponding development. Information designers have been given the responsibility to address such unbalanced progress by developing effective visual systems to deliver and communicate such information to the masses in a manner that is quick and easy to process and understand. This study originated in recognition of these issues. This study seeks to find a solution to these issues in rhetorics in order to proliferate visual communications in recognition of the increasing importance of information and visual communication. Rhetorics, a field of study with a long history of analyzing the delivery of communication, provides numerous possibilities for the re-establishment of importance placed on visual information communication. Included in this study are (i) a thorough analysis of the principals of expression and logic offered by rhetorics, as applicable to information design (ii) a proposal to the solution to the above-mentioned issues encompassing the rhetoric process and methods of expression of information design and (iii) the practical application of these design principals to social activities. In order to provide an example of the practical use of the rhetoric methodology Presented in this study, we applied the rhetoric methodology to the 'Information Design for Public Transportation of Seoul.' and developed a new map and a guidebook. The raw data necessary for the foregoing were obtained through the analysis of the information designs that are currently in use in connection with mass transportation in Seoul and the survey evaluation conducted among Seoul residents. We modulated the infrastructure of Seoul by using 48 TAZs, computed the routes that are most likely to be used, and proposed the predictable information analysis process. The design proposed on this study encompasses color coding and use of combined information, and application of style and sequential information analysis process.

• Journal of Distribution Science
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• v.19 no.12
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• pp.71-81
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• 2021

Purpose: This study to seek to answer two research questions in distribution science: what photo decoration cues in online grocery stores could be identified? Could photo decoration cues significantly effect on the affective perception and behavioral intention of consumers? Research design, data, and methodology: his study conducted a laboratory experiment with a 2×2×2 factorial design to validate the proposed research model and test our proposed hypotheses. Research design, data and methodology: Two stages experiments were adopted in this study, among 360 voluntaries who have had an experience of online grocery shopping, 331 valid data had been collected and analyzed using MANOVA and PLS-SEM algorism. Results: (1) both reflective surface and complementary goods layout lead to visual appeal and shopping enjoyment; (2) contrast color usage positively impacts on visual appeal while does not significantly affect shopping enjoyment; (3) consumers' affective responses positively impact attitudes toward product and store which in turn lead to purchase intention and store loyalty. Implications for research and practice are discussed. Conclusions: Using the media richness theory, visual rhetoric theory and visual design literature as the theoretical foundation, the study provides a solid foundation to comprehend the impact of photo design artifacts on consumers' affective responses when online consumers shopping online for fresh grocery.

• Archives of design research
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• v.15 no.2
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• pp.91-100
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• 2002

Unlike a study related in language alone, rhetorical study of current time, composed with multi-culture, medias, communication, presents its own field that covers from the form of discourse(persuasive) to another form of discourse(not persuasive). If there was a study of making beautiful sentences for story and finding simple method of speech in Greek and roman period of an ancient time, it now a study in which one finds the essence of literary style or terminology in the expression of sentence. The taller case is especially important, given that the importance of what to express visually is on-going active procedure of this stuffy as itself an activity of communication. When a visual object persuades viewers, the activity of communication derives them to react and to understand the intention of an artist. The matter of how to speak is the matter of how to shape message persuasively. This persuasive method or technique is study of rhetoric. The three aspects (figurative, accentuating, mutating) of rhetorical expression of an illustration, the visual image can give fresh feelings to be in intimate relations with public. These rhetorical expressions also vitalize the story that is expressed on illustration with crisp image. It helps to attain expected effects while discovering essential meaning through the corresponding linguistic interpretation of an image. The study aims at the most effective way to communicate by figuring the most strong and direct illustrative message out. One of the method is to patternize illustrative expressions that are established from all kinds of shapes of Rhetoric. Therefore ,an operation of significance and an implication can shape an ultimate goal of this study from acknowledging the mechanism that modern illustration embraces.