This week’s learning centred on figures of suspension. I’ve included a brief description of the five different categories of suspension below:
- Ellipsis: An element is continually missing and becomes obvious in its absence.
- Circumlocution: Part of object is left out but linked to another through similarity.
- Suspension: Part of the message is held back, not revealed immediately.
- Tautology: A word is repeated but used in a different sense, its second use attracts attention in its redundancy.
- Preterition: When an advertisement feigns a secret.
I’ve found an example demonstrating ellipsis below:
In this example an element is continually left out in an obvious fashion. Here, as Durand states (Durand 1987) ‘…the reader must understand that something is missing… and then guess what is missing.’ In this case, even though the text reveals this missing element, the ad still acts as a riddle the viewer will take pleasure in solving (Hoeken, et. al 2009) by looking at the images first.
Project 3 Progress:
At the moment I’ve been doing research into other advertisements looking at global warming. I’m also hoping to get started researching the issue in depth to determine which way I want to go when producing my posters.
Charity Water (n.d.), ‘Water Changes Everything’ [image], Water Changes Everything, Pinterest, viewed 19th January 2016, https://www.pinterest.com/explore/charity-water/
Durand, J 1987, ‘Rhetorical Figures’, in J Umiker Seobeok (ed.), Marketing and Semiotics: New Directions in the Study of Signs for Sale, De Gruyeter, ePub, pp. 295-319.
Hoeken, H, Swanepoel, P, Saal, E, & Jansen, C 2009, ‘Using Message Form to Stimulate Conversations: The Case of Tropes’, Communication Theory (10503293), vol. 19, no. 1, pp. 49-65.