LOGO TASARIMINDA GÖRSEL RETORİK
VISUAL RHETORIC IN LOGO DESIGN

Summary/Abstract: The rhetoric concerns the use of the most effective form of expression in the present situation. In this way, expression becomes more intriguing, aesthetic, and powerful by departing from the ordinary speech. The purpose of the rhetorical statement is to use the most effective method of conveying the message, rather than simply transmitting it. Rhetoric is often used not only verbally but also visually to convince audiences with the ability to reinforce narrative by using some tropes such as metaphor, metonymy, irony, and pun. Visual rhetoric is the use of images in a particular concept within the rhetorical discipline as a means of creating meaning to give the viewer the desired message and create the desired behavior. In this context, the aim of persuading and influencing the audience is the point of intersection of graphic design. Visual rhetorical figures offer methods of giving a message in different forms as one of the ways in which the graphic designer intentionally or instinctively makes sense. This research entitled "Visual Rhetoric in Logo Design" explores how logotype design utilizes visual rhetorical figures.

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