Week 12: Finishing Up

This week has really been about finishing up assignments and getting everything ready to submit. I’ve thankfully finished all four of my rhetoric posters for project 3!


This is my addition poster which uses opposition to “bring together elements which are in opposition to each other” (Dyer 2008, p. 133). I also think that this particular poster could also represent similarity as well, with the similarity being the tree, and the difference being the state of it.



This is my finished suppression poster. This one uses circumlocution as its main rhetorical figure, which involves part of a figure being left out, but linked to another through similarity (Dyer 2008, p. 138). The suppression here is obviously the tiger, and is linked to its outline through the similarity of form, and also its environment.


My finished substitution poster. This one uses substitution of similar elements as its main figure. It uses metaphor, which includes transference of meaning form one context to another (Dyer 2008, p. 143). The metaphor here is the city as a symbol for progress which has led to deforestation of the bear’s natural habitat.


And finally my poster for figures of exchange. This poster uses oxymoron, a message “where two elements remain contradictory” (Dyer 2008, p. 146). Here the two elements are the arctic natives, the polar bear and penguins, and the tropical island. This is used to represent the melting of ice which is leading to loss of habitat for these two animals.

The overarching theme for my posters has been the impact of anthropogenic global warming on animals, and I’ve tried to create a unified series of posters to reflect this message throughout. I’m hoping they reflect each figure of rhetoric accurately in their execution, and create a series of posters which also make sense as a whole.


Reference List:

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


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, https://www.pinterest.com/brunopdesign/ads/

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, https://www.pinterest.com/pin/407435097511196483/

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, https://www.pinterest.com/pin/528398968752500382/

Lego Support Media (n.d.), ‘Lego Cloud’ [image], Lego Cloud Advertisement, Pinterest, viewed 1st February 2016, https://www.pinterest.com/pin/272608583670885599/

McDonalds (n.d.), ‘Massive McMuffin Breakfast’ [image], McDonalds Guerilla Marketing, Pinterest, viewed 1st February 2016, https://www.pinterest.com/pin/254242341440925461/

Playland (n.d.), ‘Playland: Torture’ [image], Print ad: Playland: Torture, Pinterest, viewed 1st February 2016, https://www.pinterest.com/pin/109353097177026103/

Pepsi (n.d.), ‘Scary Halloween’ [image], Scary Halloween, Pinterest, viewed 5th February 2016, https://www.pinterest.com/pin/19703317093528914/

Sony (n.d.), ‘PS2’ [image], PS2 Ad, Pinterest, viewed 5th February 2016, https://www.pinterest.com/pin/540854236473294616/




Figures of Substitution

This week’s learning centred around figures of substitution. This can be broken down into the following categories, and I’ve found an example of each used in advertising.


Identical Substitution: An image is used to replace another; the juxtaposition provides interest.

Identical Substitution Ad

Substitution of Similar Elements: Used to compare; one element stands in for another.

Similar Elements Ad

Substitution of Different Elements: A detail or part stand in for the whole, with examples being metonymy and synecdoche respectively.

Different Elements Ad

Substitution of Opposing Elements: Paraphrasis as a roundabout way of saying something; a euphemism as an understated way of saying something and antomasia being an epithet substituted for a proper name.

Opposing Elements Ad

False Homology: Puns which are plays on words.

False Homology Ad

Project 3 Progress:

I’ve been developing ideas for my posters, and have come up with a few different concepts. The first uses animals in each poster to represent the loss of habitat resulting from anthropogenic global warming. The tagline asks viewers to interact with the scene, asking a question in each to tie all of the different images together. draft sketch 1

The second is probably my preferred option at the moment, and it involves creating animals out of different types of garbage, the idea being to discuss ways to recycle and recuse waste to reduce the impact on their habitats. Not sure what the tagline will be at the moment, but all four will use the theme of ‘garbage animals’, so to speak, to tie them together.

draft sketch 2_croppeddraft sketch 3_cropped

I’m interested in using the metaphor when creating my figures of substitution poster. I think this quote I found during my research really describes the unique position metaphors inhabit in advertising: “More interpretive effort is required in making sense of metaphors than of more literal signifiers, but this interpretive effort may be experienced as pleasurable. While metaphors may require an imaginative leap in their initial use… many metaphors become so habitually employed that they are no longer perceived as being metaphors at all.” (Chandler 2007, p 127).


Reference List:

3M (n.d.), ‘Lint Roller’ [image], 25 New Creative Advertisements, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/182255116146822557/

Chandler, D 2007, Semiotics: The Basics, Taylor and Francis, Florence

Mcdonalds (n.d.), ‘Macca’s’ [image], Maccas- It’s Australian for McDonalds, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/381961612126837314/

Ricola (n.d.), ‘She’s (cough) just a friend’ [image], Ricola: She’s (Cough) Just a Friend, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/287315651203037902/

Tabasco (n.d.), ‘Grenade’ [image], Tabasco Grenade, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/298082069066706934/

Tiket (n.d.), ‘Tiket.com’ [image], Tiket.com, Pinterest, viewed 25th January 2016, https://www.pinterest.com/pin/372672937894859114/



Figures of Suppression

This week’s learning centred on figures of suspension. I’ve included a brief description of the five different categories of suspension below:

  1. Ellipsis: An element is continually missing and becomes obvious in its absence.
  2. Circumlocution: Part of object is left out but linked to another through similarity.
  3. Suspension: Part of the message is held back, not revealed immediately.
  4. Tautology: A word is repeated but used in a different sense, its second use attracts attention in its redundancy.
  5. Preterition: When an advertisement feigns a secret.


I’ve found an example demonstrating ellipsis below:

Charity Water Ad

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.


Reference List

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.

Semiotic Principles

I’m working on project 1 – transformation object this week, and I’ve narrowed down my list of semiotic principles that will be used in my game:

  1. Colour as Signpost. Will be used for each category of words, representing a different colour.
  2. Division – Absence. Absence will be represented by the spaces left on the scenario cards.
  3. Signifier/Signified. Will be used as the words (signifier) inserted into the scenarios, and overall meaning created when the two are put together (signified).
  4. Myth. This will be represented by each player’s drawings, which will be influenced by their cultural/historical backgrounds.
  5. Currency. The value placed on correct answers/drawings as points in the game.
  6. Author/Reader. Authors will be the creator of the scenarios and the drawings, the reader will be the player guessing the scenario.
  7. Image. The image is represented by the drawings created based on the scenarios provided, which will be based on personal reflection of the drawer’s thoughts.

Hopefully this will be developed further before submission!

Exploring Type

card draft  card draft_v2card draft_v3

This week I have been expanding my idea for my transformation object further, and looking at presentation, in particular how type will work for the game.

In looking this week about how type can influence meaning, I’ve been exploring the different typefaces that will be used on the scenario cards. I’ve made a few mock-ups using different typefaces. I think each gives a different feel to the presentation. I’m also considering which will have the most readability for children. While the sans serif is easily read for children, the way it interacts with the layout and space on the card doesn’t seem to gel as well as the sans serif, so I think a simple sans serif typeface will most likely be the best option.

More development to come!


Transformation Object Development

This week I’ve been looking at different ideas for my Transformation Object for Project 1.

I’ve been developing my ideas from last week, and decided to go with the idea of a game for children.

There will be four players, in teams of two. The first team picks up a card which describes a scenario but is missing a few words; they then choose from a box of words to fill in the blanks on the card.

After this, one person from the second team gets to see the card and the words, and has to draw their interpretation of it in less than a minute.

The third person then has a minute to try and guess what the scenario is.

If they guess their team receive a point, if they don’t the other team receives a point.

The game continues until all of the cards have been depleted; every turn the teams switch roles, and the team with the most points at the end is the winner.

I’ve drawn up some simple ideas of how this might work below:

week 4 post_image