Figures of Exchange

This week’s learning focused on figures of exchange. I’ve found an example to illustrate each category below:


Inversion Ad

Where the scale of a product is inverted. Dyer uses the example of a little person standing next to a giant version of a product (Dyer 2008, p 143). This is the most common form of inversion, even when the little person may be normal sized, made to seem smaller next to an oversized product, as above.


Hendiadys & Homology:

Hendiadys Ad.jpgHomology Ad

(Above: Hendiadys & Homology respectively)

A complex idea connected by the word ‘and’; Hendiadys features similar form but different contents, with homology being the opposite: similar contents but different form.



Asyndeton Ad

A logical disconnection; where something is missing. Here there is a logical disconnection between the stomach and the ice cream cone.



Anacoluthon Ad - Copy

Poor or no grammatical sequence; illogical components in one image.



Chiasmus Ad

An exchange of elements, but the grammar is correct.



Antimetabole Ad

A double meaning which is incongruous or defies gravity.



Oxymoron Ad

The reverse of a paradox, where two elements remain contradictory.


Project 3 Progress:

My posters are almost finished! All but one are complete, save for the additional text. My final poster is on figures of addition, so I’m trying to figure out how to tie it in to the other three posters.

Exchange Poster

This is my figures of exchange poster, which uses oxymoron. Body text which lists facts and image references are still to go on, but I’m pretty happy with how its turned out so far!


Reference List:

BBDO (n.d.), ‘You’re Not You’ [image], Adeevee – Snickers Zebra, Pinterest, viewed 1st February 2016,

Dyer, G 2008, Advertising as Communication, Taylor and Francis, Florence

‘Ice Cream Obesity’ [image] (n.d.), Ice Cream with Big Belly, Pinterest, viewed 1st February 2016,

Lays (n.d.), ‘Lays Potatoes Grown Closer than You May Think’ [image], Lays: Our Potatoes Are Grown Closer than You May Think, Pinterest, viewed 1st February 2016,

Lego Support Media (n.d.), ‘Lego Cloud’ [image], Lego Cloud Advertisement, Pinterest, viewed 1st February 2016,

McDonalds (n.d.), ‘Massive McMuffin Breakfast’ [image], McDonalds Guerilla Marketing, Pinterest, viewed 1st February 2016,

Playland (n.d.), ‘Playland: Torture’ [image], Print ad: Playland: Torture, Pinterest, viewed 1st February 2016,

Pepsi (n.d.), ‘Scary Halloween’ [image], Scary Halloween, Pinterest, viewed 5th February 2016,

Sony (n.d.), ‘PS2’ [image], PS2 Ad, Pinterest, viewed 5th February 2016,





3 thoughts on “Figures of Exchange

  1. Hey Ruby, As usual I love all your examples and actually used some of the ideas to further strengthen my figures of exchange poster. Especially homology how it was split into two. I love your example for exchange to depict a strong message for global warming. It is subtle, but brings the viewer in the look closely at the elements by adding the question “Can you tell whats wrong with this picture?”. Are your other posters of similar nature with simple, minimal graphics? Oxymoron is a fabulous form of rhetoric persuasion and I find myself really drawn to the comical aspect that can be achieved whilst using it. Good luck in the final days of finishing your posters! I look forward to seeing them complete 🙂


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