REKLAM VE GRAFİK TASARIMDA RETORİK ANLATIM
RHETORICAL REPRESENTATION IN ADVERTISING AND GRAPHIC DESIGN

Summary/Abstract: Rhetoric, one of liberal arts up to the 1800s, can be defined as the art of persuasive discourse, originated from ancient Greece. Rhetoric is a discipline using means that enhance the level of persuasiveness. When viewing through the perspective of concepts of communication and mass culture, the mass media has begun to make use of it in communication media with the purpose of reaching audience by in the mid-20th century. Communication is a process of various changes which occur between people and societies through signs and symbols. Thus visual communication with its objective to create a particular impact on human’s behaviours and attitudes will make use of rhetoric as a crucial means in order to achieve this challenging objective. In context of the article, it has been examined advertisements and graphic design products particularly on the basis of the definition of rhetoric concept. The aim in the article is to give the readers interested in this subject a point of view that will make contributions to them as designers. In order to achieve this objective, various graphic design products have been analysed by blending visual fundamentals and theoretical basis on communication, rhetoric, graphic design and advertising together to explain and point out the importance of rhetoric in graphic design. It also has been emphasized by the analyses made by using semiotics that it is crucial for a designer not only to realise codes of communication but also to know how and where to use them and how to reach audience. In addition, it has been intended to underline the importance of rhetoric that is a way of expressing an idea which dates back to old times on advertising and graphic design as a integral part of communication process. Being aware of this importance will help graphic designers to build much stronger connections with societies they live in.

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