- Originally, rhetoric was used by the greeks for mostly political, legal, or religious reasons
- It was used to obtain a definite decision, implant an opinion, evoke a mood
- it was a "war of words," and was broken into either being persuasive or description/analysis.
"Pure information exists for the designer only in the arid abstraction. As soon as he begins to give it concrete shape, the process of rhetorical infiltration begins."
Visual/verbal comparison - a comparison that starts with verbal sign and is continued with visual signs
visual/verbal analogy - a relatum expressed verbally is paralleled by a similar relatum expressed visually.
Visual/verbal metonymy - a relatum indicated by verbal signs is visualized by signs in a real relationship to the verbal relatum; e.g. cause instead of effect, tool instead of activity, producer instead of product.
Visual/verbal chain - a topic begun in words and continued and completed visually.
Visual/verbal negation - verbal signs negate what is shown visually.
Visual synocdoche - a relatum expressed verbally is visualized by a part representing the whole, or vice-versa.
Verbal specification - verbal specification - a visual sign accompanied by only as much text as is necessary for its comprehension.
Visual substitution - one visual sign replaced by another because of its formal characteristics
Syntactic climax and anticlimax - a purely visual figure