Your thoughts on the last readings, some logo theory, and some activities.

2. Icebreaker
Say your name.
Tell everyone why you chose to come to Miami.

3. Barthes Rhetoric of Image
Annie Wold, Julie Bendel, Dani Barto

4. Overall Message
• Knowing that a system, which takes over the signs of
another system in order to make them its signifiers in a
system of connotation, we may say immediately that
the literal image is denoted and the symbolic image is
connoted
• Three Messages:
– Linguistic
– Denoted
– Connoted

5. Linguistic
• Writing used on the image
• “Text helps to identify purely and simply the elements of the
scene and the scene itself; it is a matter of a denoted
description of the image (a description which is often
incomplete) or, of an operation” (pg. 274).
• Can be:
– Titles
– Captions
– Accompanying a press article
– Dialogue on a comic strip

6. Denoted
• Photograph in its literal state, logical, no code
• “The photograph (in its literal state), by virtue of its
absolutely analogical nature seems to constitute a
message without a code” (pg. 277).

7. Connoted
• Symbolic message, cultural, coded
• “What gives the system its originality is that the
number of readings of the same lexical unit or lexia
(of the same image) varies according to individuals”
(pg. 280).

8. Rhetoric of the Image
Roland Barthes
Erin Higginson, Kelly Scholtz, Rebecca Clark

10. Main Idea 1
• “The linguistic message”
– When you read the text, what does it literally say and then
what does it imply or represent
– Two parts: He sees two kinds of linguistic messages at work: a
denoted message comprising of the caption and the labels on
the produce, and a connoted message – the word ‘Panzani’
connotes Italianicity.

11. Main Idea 2
• “The symbolic message” (connoted message)
– Four signs are identified from the non-linguistic part of the image
and the constitute the symbolic message, or connoted image
– EX:
• The half-open bag signifies return from market
• tomatoes and peppers signify Italianicity
• the collection of objects signifies a total culinary service
• the overall composition is reminiscent of, and therefore signifies, the
notion of a still life.

12. Main Idea 3
• “The literal message” (denoted image)
–What the image actually shows
–A message without a code
• EX: tomato represents a tomato

13. “The visual elements and arrangements of a
text perform persuasive work.”

14. “The visual elements and arrangements of a
text perform persuasive work.”
● The creators of a text nearly always have a goal in mind, and try to sell the
audience on that goal
o Tools can be color, typography, arrangement, style, etc
● In the bonnaroo ad, the creator is trying to persuade people to buy tickets
o Place the title in large, obvious text
o List the various bands to show how big of an event it is
o Neon colors imply an exciting festival atmosphere

15. “The visual aspects of text are (therefore) to be
understood not simply in terms of physiology but
also in terms of social context.”

16. “The visual aspects of text are (therefore) to be
understood not simply in terms of physiology but
also in terms of social context.”
● Rhetoric is always situated in a social and cultural context no matter the format
and it cannot be interpreted without accounting for that context
● This image only makes sense in light of the Eric Garner death
o The hashtag “I can’t breathe” was/is circulating in full force

17. Anne Wysocki:
With Eyes that Think, and Compose, and Think
Katelyn DiNapoli, Victoria Slater

18. What is Visual Rhetoric?
● “If rhetoric, to turn our eyes all the way back to Aristotle, is the use of the
available mean of persuasion to achieve particular ends, then whenever the
means of persuasion include visual strategies, there is visual rhetoric at work”
(Page 1).
● “I want us to be aware of not only of the particular visual strategies that a
composer chooses when constructing texts aimed at persuading audiences
toward specific ends … but also how the strategies that we choose reinforce …
values, habits, and structures of our places and times” (3).

19. Consider Visual Rhetoric When Using Computers
● Why?
o Readers should expect the visual aspects of texts on
computer screens
o There are now more visually shaped texts that expect
its readers to be comfortable analyzing
o We use visual aspects of text to learn about changes in
other values at work in our culture.

20. What does visual rhetoric look like?
● As she considered how to present her
arguments on the web, she decided to
“call out” to her readers visually, to
creates both a sense of urgency.
● She wanted to make visible the starkness
of the shootings as well as the possibility
of change.

21. Wysocki
Meaning of Texts
Sam Seeds and Elizabeth Kent

22. “Someone designing a logo for a company considers very
carefully how the color and shape and images in the logo will
persuade those who see the logo to think of the company.”
“In doing analysis of the visual aspects of pages and screens,
then, we need to keep in mind the social circumstances in
which a text is composed and into
which its author or authors hope it will fit and do its work”

25. With Eyes that Think, and Compose,
and Think:
Natalie Durot
Emily Hyde
Sabrina Toms

26. Main Point
• Visual rhetoric needs to be considered now more
than in the past due to technology.
– “Given our current cultural and technological situation,
readers expect the visual aspects of texts on the
computer screens-but also now on paper-to be given
more attention then they were afforded in the past”

27. Main Points
• Visual arrangements of arguments display our
values and culture/structures of thinking &
relationships.
– “By analyzing and experimenting with our visual rhetoric,
it can help us develop new thinking and relationships
that might help us better achieve our ends”

28. Group 7: Benjamin
Sara Lindsay and Chris Coppoletti

29. Cultural Signs in Messages
• “The image straightway provides a series of
discontinous signs. It is the bringing together of the
tomato, the pepper, and the tricolored hues (yellow,
green, red) of the poster; its signified is Italy or rather
italianicity.”
• This is an example of how certain colors represent
different cultures & we can guess the cultural
background of an advertised based off the colors
shown.

30. Example in Advertisements

31. Linguistic Messages
• “The text directs the reader through the signifieds of the
image, causing him to avoid some and receive others; by
means of an often subtle dispatching, it remote- controls
him towards a meaning-chosen in advance.”
• This an example of how advertisements use text to
explicitly state what they want to consumer to feel or do,
instead of implying it through images, exc.

32. Example in Advertisements

36. Gunther Kress
Kyle
Taylor
Daniel

37. The cell and the nucleus
• Without an image the writer of a book would have to go into much more detail to
explain things. Showing the viewer they are able to see what would be said in
several words.
• “In writing or speaking I have to use a sentence in which two entities – cell and
nucleus – are related by a verb, have, indicating a possessive relation: the cell has
something (much like: “I have a car, a house, two kids, etc”). I could use a different
verb: “In every cell there is a nucleus”. The meaning is now quite different: about
existence, there is and location, in. If I draw, I have to place a large dot
representing the nucleus somewhere in a circle which represents the cell.
Wherever I place it, someone looking at the image is entitled to assume that the
nucleus actually is where I have placed it in the circle/cell – whether I intended to
or not, or whether it actually belongs there or not.”

38. How we present things
• Do to technology the manner in which we present
things has to constantly change. We must be aware
of the audience that we presenting to. If we get the
audience wrong the message will not be taken the
right way.

39. How we present things
• “Which mode most appeals to the audience whom I
intend to address? Which mode most corresponds
to my own interest at this point in shaping the
message for communication? Which medium is
preferred by my audience? Or by me? How am I
positioning myself if I choose this medium or this
mode rather than those others?”

40. Another statement
• “The question it asks is: “what, in this environment,
with this kind of audience, with these resources
that are available for implementing my design,
given these social, economic, ‘political’ constraints,
and with my interests now at this moment, is the
best way of shaping that which I wish to make,
whether as ‘message’ or as any object (of design)?”

41. Gunther
Kress
Frank, Hannah, and Marc
Group 1

42. Spatiality in Images
The placement on the page in which objects are located can
identify their physical relation to or interpretation by the
artist.
Nonlinear aspects of images also break free from the
constraints of written text.

43. Kress on media and their interrelation with modes
“Writing as mode and book as medium have shaped
western imagination, forms of knowledge, practices
of reading; the technology of writing has shaped
the book, and the technology of the book has
shaped how writing has developed.”
- Gunther Kress

44. Social Semiotics
“...the “social” in “Social Semiotics” draws attention to the fact
that meanings always relate to specific societies and their
cultures, and to the meanings of the members of those
cultures.”
ex: “grille” vs “grill”

45. NEXT

46. Logo: a distinctive
symbol of a company,
object, publication,
person, service or idea.

47. Think about:

48. ethos.

49. pathos.

50. logos.

51. kairos.

52. style.

53. audience.

54. purpose.

55. context.

56. metaphor.

57. story.

58. delivery.

59. culture.

60. transition. Logo readings!
The 10 rules…

61. 1) Answer who, what and why.

62. 2) Identify, don’t explain.

63. 3) Understand limitations.

64. 4) Be seductive.

65. 5) Make mnemonic value

66. 6) Pose a question.

67. 7) Design for longevity.

68. 8) Make the logo the foundation
of a system.

69. 9) Design for a variety of media.

70. 10) Be strong.

71. NEXT

72. Activity:
I asked you to have a logo in mind
for today. Download it, open it in
Photoshop, and make it black and
white.

73. You are going to recolor the logo.
Five ways:
1.Monochrome
2.Earth tones
3.One day-glo tone
4.Complimentary to primary color
5.Colors of that “thing” in nature

74. For Thursday:
Read for class: Williams non-designers
design book Chapter 7, Golombisky &
Hagen Chapter 9, “Tips for Designing for
Color Blind Users.” and read around
on/tinker with Colors on the Web.

75. For Thursday:
Reading Response:
For your reading response, I want you to
pick one potential "accent" color to go with
our Orange and Browns. Explain to me, as
you would a person interested in design
but not totally versed in color, why the
color you've chosen is a good match.