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Which clippings match 'Visual Rhetoric' keyword pg.1 of 1
12 NOVEMBER 2014

Metaphors as Problem-solving Aids

"Metaphors facilitate the understanding of an unfamiliar situation in terms of a known situation (Ortony, 1991). By means of metaphors, it is possible to make reference to what is clearly understood in order to elucidate the unknown. Basically, metaphors constitute an uncommon juxtaposition of the familiar and the unusual. They induce the discovery of innovative associations that broaden the human capacity for interpretation (Lakoff, 1987, 1993). For that reason, metaphors are seen as valuable aids in problem–solving tasks.

The relevance of metaphors to problem–solving is pertinent to three fundamental steps (Gentner, Bowdle, Wolff, & Boronat, 2001). The first step consists of extracting a variety of unfamiliar concepts from remote domains, where possible relationships with the problem at hand are not always evident. The second step involves establishing a mapping of deep or high–level relationships between the metaphorical concept and the problem. Correspondences are identified by means of abstractions and generalizations. Relationships of secondary importance are discarded, and only structural correspondences between the metaphorical source and the problem are set up. The last step deals with transferring and applying structural correspondences associated with the metaphorical source to the problem at hand, which at the end generally leads to a novel solution."

(Hernan Pablo Casakin, 2007)

Hernan Pablo Casakin (2007). "Metaphors in Design Problem Solving: Implications for Creativity." International Journal of Design 1(2).

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TAGS

abstraction and generalisationaid to understanding • analogous correspondence • Andrew Ortony • Brian Bowdle • Consuelo Boronat • Dedre Gentner • George Lakoff • innovative associations • International Journal of Design • metaphorical concept • metaphorical representation • metaphorical source • novel solution • Phillip Wolff • problem abstraction • problem at hand • problem-solving • problem-solving aids • remote domains • structural correspondences • theory buildingthinking tools • uncommon juxtaposition • unfamiliar concepts • unifying metaphorunifying strategyvisual punvisual rhetoric

CONTRIBUTOR

Simon Perkins
19 MARCH 2013

Swiss Universities of Design and Art

"Since its foundation in 2003, the Swiss Design Network has been active in the field of design research by networking researchers from the Swiss Universities of Design and Art, by organising internationally renowned symposiums and by publishing their proceedings, by offering direct support to research projects and by participating in the research debate on national and international level. ...

it is also clear that research is a paradoxical activity that needs to be free and framed at the same time. Designerly ways of knowing rely on rigour and creativity and most of the debates about social relevance, scientific or cultural value carried by design research are rooted into this paradox. To some extent, this is true of every research activity – and this is the very reason why a focused discussion of design projects and methods is always precious; because digging into the details of different thought processes is what will ultimately allow fresh visions of design goals and strengths.

The Swiss Design Network is therefore a platform to challenge ideas and share intellectual friendship."

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TAGS

2003 • competence network • Conference of Swiss Schools of Art and Design • CTI • cultural valuedesign discoursedesign educationdesign fielddesign methodsdesign projectsdesign researchdesignerly waysdesignerly ways of knowing • epistemological questions • intellectual friendship • KHKD • methodological questions • networking researchers • practicing theoryresearch activity • research debate • research projects • SAEN • SARN • scientific value • SDN • social relevanceSwiss Design Network • Swiss research network • Swiss Universities of Design and Art • Switzerlandvisual rhetoric

CONTRIBUTOR

Simon Perkins
10 DECEMBER 2012

Theorizing Advertising and Promotion

"The visual rhetoric of ads is not, then, confined to the copy. An ad is an argument, a persuasive communication. Every part of it must support the main argument, must be persuasively suggestive. A press ad for Retinol Activ Pur face cream used a clever visual metaphor to support a claim that the cream reduced facial wrinkles. The ad featured two juxtaposed images of a beautiful (Caucasian) woman. She was wearing what seemed to be a white robe, folded over one shoulder like a Roman toga. In the background was a pure blue sky and a suggestion of white pillars, of the kind found in a Greek temple. One picture was cracked, like the surface of an old oil painting. The other was smooth. The metaphoric reference was clear: the cracks suggested wrinkles, but in an elegant way that was complimentary, not demeaning, to age. Old paintings are things of classical beauty, but the paint does tend to crack with age. The ad was designed to draw the eye across aesthetically appealing images while giving the reader heavy hints about the classic beauty they might aspire to if they were to consume the brand.

However the levels of meaning in advertisements are theorized. Acknowledging their presence lends a new dimension to the analysis of advertising as persuasive communication. It brings to light some of the subtlety and complexity of advertising design, while also allowing us to draw an intellectual connection between the various artificially differentiated categories of marketing communication."

(Chris Hackley, 2010)

Chris Hackley (2010). "Advertising and Promotion: An Integrated Marketing Communications Approach", Second Edition, SAGE Publications Ltd.

TAGS

2010adadsadvertisementadvertising and promotionadvertising design • aesthetically appealing images • artificially differentiated categories • beautifulblue sky • Caucasian woman • classic beauty • classical beauty • crack with age • demeaningface cream • facial wrinkles • Greek temple • heavy hints • juxtaposed imageslevels of meaningmarketing communicationmetaphoric referenceoil painting • old paintings • persuasive communicationpersuasively suggestive • press ad • Retinol Activ Pur • Roman toga • visual metaphorvisual rhetoric • white pillars • white robe • wrinkles

CONTRIBUTOR

Simon Perkins
01 NOVEMBER 2012

Visual Rhetoric

"The very existence of a visual language gives rise to the concept of visual rhetoric. As its spoken counterpart does, visual rhetoric has its own figures and its own way of using them."

(Juan C. Dürsteler, 19/05/2003)

Erik Johansson "Go Your Own Road", [http://erikjohanssonphoto.com/]

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TAGS

Absolut Vodka • advertising imagesGenevaGiuseppe Arcimboldo • mascot • metonymypersonification • Southwestern Electric Corporation • VertumnaliaVertumnusvisual languagevisual punvisual rhetoric • Willie Wiredhand

CONTRIBUTOR

Simon Perkins
25 FEBRUARY 2009

Get Unhooked: dramatic anti-smoking campaign

"This outdoor poster supports the Get Unhooked TV advertising and features a woman who has been hooked through her lip and cheek as a metaphor for her addiction to nicotine. The strapline is: The average smoker needs over five thousand cigarettes a year."
(UK Department of Health)

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TAGS

adad campaignaddictionadvertisingDepartment of Healthemotive manipulation • fish hook • Get Unhooked • healthmetaphorNHSposterpublic healthpublic health campaignpublic information • smokefree • smokingsmoking cigarettessocial changeUKvisual rhetoric

CONTRIBUTOR

Simon Perkins
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