Week 5 — Project 2b: Rhetorical combos

Due:

• Review examples

Studio:

Sign-mapping brainstorming: 
ideate > research > edit > label > document
Collaboratively brainstorm various signs for one of the following topics.

• censorship
• racism / police brutality
• early childhood education/ literacy or arts
• legalization of marijuana

Break into groups (by topic) and begin by brainstorming. Tools: analog methods, large work space, color markers, stickies, etc.

1. Ideate: Brainstorm in a group
1. State the topic – be as specific as possible break the topic to make the session more productive
2. Write/sketch everything, there are no wrong answers — using a large sheet of paper, pin it to the wall and begin to write everything down. Get the obvious ideas out, to make room for the more complex ideas.
2. Research: Conduct some quick secondary research for get more ideas
3. Edit: As you work, properly identify the 3 classifications – icons (exact representation), indexes (relatable connection without direct replication) and symbols (learned). 
4. Label: Indicate the preferred method of signification (word or image). 
5. Document: When finished, carefully document outcome.

Homework:
Rhetorical Combos (create individually)

1. From the brainstorm session, select 1 icon, 1 index and 1 symbol to work with. Minimum 3, but you may use more.
2. Create a matrix in which to iterate various clever, insightful and communicative combination that persuade people to support your social cause. Solutions may range from more illustrative to more typographic to more logo-like.

• Tools: large segment of craft paper, marker, sticky notes or index card/tape, pencil.
• (1 trope per row x 9 rows) + (1 column per sign x 3 signs) = 27 total. (approx 5 min. per sketch)
• Fit each sketch on sticky note or index card, neatly labeled with respective trope. Arrange cards on matrix.

Anna De Sando:

Sam Small:

Week 5 — Project 2b: Defining rhetoric

Due:

• Reflect: Post 1-paragraph crit of the museum as design experience/design artifact.
• Read/watch and record notes and thoughts to your blog.

• What is rhetoric http://www.mrbauld.com/rhetoric.html
• Master the metaphor http://www.howdesign.com/design-creativity/metaphor/
• The pun also rises https://www.youtube.com/watch?v=xQAv5y3SfGk&feature=player_embedded
• Type & Image by Meggs, pages 30-40 (definitions)
• Second Story’s website case study of the exhibition design.
• Graphic tool kit 
• definitions & examples of modes (ethos, pathos & logos)
• definitions & examples of tropes

Studio:

• Review examples of modes
• Find and post examples of tropes (in class)
• Lecture: Tropes

Homework:

Tropes

• Select 3 of the trope examples and explore different compositional and typographic approaches for display. 
• For each label the trope, critique how/to what effect it is employed (for audience/context/content), and credit the source.

Modes

• Thoughtfully compose and label each “set” of visual examples in a considered arrangement. For each organize and label by mode and graphic component, include explanation of your selection as it applies to theory, and credit the source. 

• Reflect: Post 1-paragraph crit of the museum as design experience/design artifact.
• Read/watch and record notes and thoughts to your blog.
• What is rhetoric http://www.mrbauld.com/rhetoric.html
• Master the metaphor http://www.howdesign.com/design-creativity/metaphor/
• The pun also rises https://www.youtube.com/watch?v=xQAv5y3SfGk&feature=player_embedded
• Type & Image by Meggs, pages 30-40 (definitions)
• Find & define one or more examples for the following tropes (9) 
• Don’t forget the design artifacts list, design books and WW1 Museum (look at graphic artifacts and exhibition design. 
• Print/bring examples to class:
• rhetoric (definition only)
• antithesis
• hyperbole
• irony
• metaphor
• metonymy
• parody
• personification
• pun
• synedoche
• Bring examples from graphic tool-kit for review.

Kim Huynh:

personification

synecdoche

hyperbole

hyperbole

irony

irony

parody

metaphor

metonomy

pun

synecdoche

For each:

• Examples: improve selection, as needed
• Descriptions: must be well-written and exemplify your understanding of theory
• Composition: approaches must be different from each other and from Project 1. (You will apply the final design style to the remaining tropes later.) Start with thumbs (post to blogs). Execute digitally. 
• Print on 8.5x11 or 11x17 pages. 3 tropes + 3 mode sets = 6 iterations total.

Sam Small:

rough sketches

modes - layout option 1

modes - layout option 2

modes - layout option 3

tropes - layout 1

tropes - layout 2

tropes - layout 3

Kim Huynh:

The "Cocktail" Poster is by Michael Schwab Studio (www.michaelschwab.com). Found in the Poster Annual Book, 2010 (pg 65).

Week 4 — Project 2a: Identifying rhetoric & visit to the WWI Museum

Due:

• Examples of modes of persuasion (ethos, pathos & logos)

Field trip to the WWI Museum 12:30—2:00

https://theworldwar.org

100 W. 26th Street

Kansas City, MO 64108 

(816) 888.8100

Homework:

• Browse/read Second Story’s website case study of the exhibition design.
• Reflect: Post 1-paragraph crit of the museum as design experience/design artifact.
• Read/watch and record notes and thoughts to your blog.
• What is rhetoric http://www.mrbauld.com/rhetoric.html
• Master the metaphor http://www.howdesign.com/design-creativity/metaphor/
• The pun also rises https://www.youtube.com/watch?v=xQAv5y3SfGk&feature=player_embedded
• Type & Image by Meggs, pages 30-40 (definitions)
• Find & define one or more examples for the following tropes (9) 
• Don’t forget the design artifacts list, design books and WW1 Museum (look at graphic artifacts and exhibition design. 
• Print/bring examples to class:
• rhetoric (definition only)
• antithesis
• hyperbole
• irony
• metaphor
• metonymy
• parody
• personification
• pun
• synedoche
• Bring examples from graphic tool-kit for review.

Kim Huynh:

personification

synecdoche

hyperbole

hyperbole

irony

irony

parody

metaphor

metonomy

pun

synecdoche

Week 4 — Project 1: final presentation / Project 2a: modes of appeal

Due:

• Final presentation

Studio:

• Lecture: Ethos, Pathos & Logos

Kim Huynh:

Ethos
Analysis: Documentation - it has seals, signatures, and stamping; giving it and official feel. Typeface is serif, which makes it feel authoritative. 

Ethos
Analysis: Documentation - it has seals, signatures, and stamping; giving it and official feel. Typeface is serif, which makes it feel authoritative. 

Ethos: Display

Analysis: Image is from BBC, a news organization, which can be implied that the source is credible. A sans serif typeface creates neutrality, anchoring the statement. Placement anchors concept.

Logos: Photography

Analysis: Reference to food, which looks disgusting, implies something negative. The shape takes on a human organ, implies that the negativity has to do something with humanity. The Nutritions label brings it in and anchors the idea, making the photo become informational.

Logos: Product

Denotation: belt, resemblance to fashion clothing design, shades of pink

Analysis: The audience is towards woman who have an eating disorder because of the desire to be slim, having the ideal that slim is prettier. The approach relays what fashion industry effect on mentality and brings attention to eating disorders (anorexia) because of this.

Logos: Display

Analysis: Physical-In-Life display creates and environmental impact upon viewers and reinforces concept. Location anchors concept. Iteration of sign to become part of the environment but also their own design.

Pathos: Abstract line design

Denotation: straight, angled, no curves, building-like

Connotation: structured, professional, modern, mechanic

Pathos: Photography

Denotation: 3-D type, ice melting, "FUTURE", sans serif

Analysis: refers to global warming, emotional guilt upon environment, anchoring with use of statement and visual impact.

Pathos: Product Design

Denotation: business card, multiple ways to fold, takes on different shapes, type = san serif

Analysis: gives viewers a sense of what they do, good first impression of the unexpected, logical

Pathos: Package Design

Denotation: use of animal icon, bright color palette, item over dog as a collar

Connotation: fun, quirky, spontaneous

Analysis: appeal to animal lovers, (kids?)

Week 3 — Project 1c: Defining Semiotics

To help clear up confusion about pragmatics: Pragmatics is the relationship of the signs to the interpreters. Think of Isaac's Bape example. That sign didn't connect with me, because I didn't have a relationship with the brand. So, the example of pragmatics would be that the jacket & logo's (the sign: signified & signifier) would have a connotation that would only be relevant to an audience familiar with the culture associated with the brand.

Studio Day

• review part B & C, revise layouts

Homework:

Post to your blog why the application and understanding of semiotics are essential to becoming an effective communicator in the visual field.

Parts B & C: Defining Semiotics 

terms:

• semiotics, semantics, pragmatic, sign, signified, signifier, icon, index, symbol, paradigm, syntagm, connotation, denotation, anchor, relay

methods:

• clear/correct and concise definitions for each term, in your own words, thoughtfully designed. (15 total) Consider your visual imagery to support your definitions. 
• well written, concise and insightful reflection on what you learned about semiotics and its application to graphic design practice (1-2 paragraphs)

Overall requirements

• Use work already started during the original studies/assignments.
• Select artifacts that are not only correct examples of each theory, but also showcase a breadth/elevation in visual criticism and aesthetic sensitivity.
• Give proper credit where credit is due (where you found artifacts, who it's by)
• Produce everything digitally (however, refined analog methods can certainly be incorporated!)
• Prioritize the content and clarity of communication, but do not overlook form.
• Design with consistency, in color, in high res, as a keynote
• Post to blog, for final evaluation using Scribd.com

due: Monday Feb 16, as part of your final presentation of A, B & C

Blog/homework checklist:

• reading responses (3)
• definition lists (2 sets)
• city safari with labels
• graphic artifacts with labels
• changing connotations
• semiotic labeling
• anchor and relay with labels
• defining semiotics: part a

Week 3 — Project 1b: Making Meaning

Due:

• document: Part A: Finding signs (7 pages total)

Studio

• review part A, revise/modify layouts as needed

Homework:

Part B: Making Meaning

• Revise with your page layouts for "finding signs, part A"
• Investigate coding & connotations through additional information.
• Coding studies (with labels) of the following:
• anchor with text
• anchor with image
• relay with text
• relay with image
• Changing Connotations studies:
• three examples of connotation/denotation (1 original, 2 changes = 3 total)
• Set up in keynote, but print for class on 8.5 x11
• 7 new pages
• Explore a new, cohesive layout/design

Week 2 — Project 1a: Finding Signs

School event: AIGA at KCAI

Movie screening of “Signpainters” Friday, Feb 6

Due:

• document: 04 exercise: anchorage and relay
• read/post your responses to your blog
• definitions 

Studio/Homework:

The Semiotics Project

Create a final re-designed set from previous semiotic exercises. You can include your city shots and digital graphic assets, as well as digital adjustments were all done to illustrate semiotics. Through this activity we learned about icons, indexes, symbols, paradigm, syntagm, connotation, denotation, anchor and relay.

Create a cohesive series of pages layouts using InDesign, (8.5 x 11) demonstrating the principles of semiotics. One example per page. Methods:

• produce visual examples that successfully employ the theory and are formally engaging
• clear/correct labeling for each

Part A: Finding Signs

(Kim Huynh)

Sorting and discussion. Correctly label studies and post to blogs. Edit and select work from original studies that you will finalize for Parts A and B

Studies:

• Street Safari (select details and sections, not the whole safari)
• Found Artifacts (as many as needed)

Methods:

• considered and careful documentation of found artifacts (yes, color is fine as well)
• clear/correct annotations
• icon
• index
• paradigm
• syntagm
• symbol 
• two examples of pragmatics

One example per page. Be sure to include the definitions of each word on the page.

due: next class (Monday, Feb 9)

••••••

Part B: Making Meaning

Continuing with your page layouts, investigate connotations through additional information.

Coding studies (with labels) of the following:

• anchor with text
• anchor with image
• relay with text
• relay with image

Changing Connotations studies:

• three examples of connotation/denotation (1 original, 2 changes = 3 total)

due: one week (Wednesday Feb 11)

••••••

Part C: Defining Semiotics

terms:

semiotics, semantics, pragmatic, sign, signified, signifier, icon, index, symbol, paradigm, syntagm, connotation, denotation, anchor, relay

methods:

• clear/correct and concise definitions for each term, in your own words, thoughtfully designed. (15 total)
• well written, concise and insightful reflection on what you learned about semiotics and its application to graphic design practice (1-2 paragraphs)

Overall requirements

• Use work already started during the original studies/assignments.
• Select artifacts that are not only correct examples of each theory, but also showcase a breadth/elevation in visual criticism and aesthetic sensitivity.
• Give proper credit where credit is due (where you found artifacts, who it's by)
• Produce everything digitally (however, refined analog methods can certainly be incorporated!)
• Prioritize the content and clarity of communication, but do not overlook form.
• Design with consistency, in color, in high res, as a pdf
• Post pdf to blog, for final evaluation using Scribd.com

due: Monday Feb 16, as part of your final presentation of A, B & C

Schedule

2/9 

• in-class: review Part A
• homework: Part B

2/11

• in-class: review Part B. Write definitions.
• homework: Part C 

Plus, prepare a thoughtful verbal/visual presentation (keynote) of Parts A, B, C (7 minutes max)

2/16

• in-class: final presentation