DOCSLIB.ORG

Deconstruction and Rhetorical Strategies

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Deconstruction and Rhetorical Strategies appendix Deconstruction and Rhetorical Strategies Shared Rhetorical Background Whereas the main differences between the three modes of deconstruction were high- lighted in the concluding chapter, this Appendix draws attention to their most crucial common ground. All the literary strategies that are applied to deconstruct imperial rep- resentation are based on rhetorical strategies. We have seen this implicitly throughout the study; this Appendix will make the rhetorical strategies explicit. It complements the conclusion offered in the last chapter by looking at the results of this study from a strictly rhetorical perspective and by asking which general rhetorical strategies under- lie the techniques of deconstruction analysed in this book (in particular in chapters 4, 7, and 10). Tacitus, Suetonius, and Cassius Dio, who all received rhetorical training and were familiar with the theory and practice of rhetoric, adapt rhetorical measures in vari- ous ways, but the underlying principles—the rhetorical operations—are the same. My analysis of historiographical strategies deployed against Nero and Domitian as rhetorical strategies builds on the branch of scholarship that has shown that Roman historiography cannot be separated from rhetoric.1 The study of connections between historiography and rhetoric most often takes the form of analysing speeches in his- toriographical works. My approach is broader: I read historiography and biography as persuasive genres that aim to make their accounts plausible. Their presentation is also directed against other versions of the same topics and personalities, especially in the form we find them in panegyrical discourse. To achieve plausibility for its own version of Nero and Domitian, historiography draws on genuinely rhetorical devices. The most important of these are strategies of character depiction, strategies of biased narratio, and strategies of invective.2 1 See, in particular, Dunkle 1971; Plass 1988; Woodman 1988; Marincola 1997; Baltussen 2002; Laird 2009. 2 I have used the translations of Rackham 1942; Hubbell 1949; Radice 1969; Russell 2001 for the rhetorical works dealt with in this chapter. © koninklijke brill nv, leiden, 2019 | doi:10.1163/9789004407558_021 Verena Schulz - 9789004407558 Downloaded from Brill.com10/02/2021 06:45:35PM via free access 368 appendix Character Depiction: Topoi a Persona, Semantic Non-Ambiguity, Probabile e Vita For persuasive character depiction, which is a crucial strategy of historiographical deconstruction, rhetoric provides lists of character qualities. They may be used by orators and historians to find both positive and negative attributes of a person. These so-called topoi a persona are highly important for character depiction in the status coniecturalis, i.e. when a speaker has to argue whether a certain person committed a crime or not, and in the genus demonstrativum, i.e. when a speaker has to praise or to vituperate against a person. A general division of such personal traits is that between animus, corpus, and extra posita/extraneae res/externa.3 In the De inventione, for example, Cicero gives the following list of personal attributes, which he elaborates later (Cic. Inv. rhet. 1.34–36): ac personis has res attributas putamus: nomen, naturam, victum, fortunam, habitum, affectionem, studia, consilia, facta, casus, orationes (Cic. Inv. rhet. 1.34).4 Attributes of persons according to Cicero are thus someone’s name, nature, manner of life, fortune, habit, feeling, interests, purposes, achievements, accidents, and utterances. Additionally, Quintilian mentions elements of praise that are based on the time before the person was born such as patria, parentes, maiores, as well as omina, prophecies, and oracles (Quint. Inst. 3.7.10–11).We have seen that historiography makes use of such topoi to discredit an emperor and to assign negative features to him. To mention only a few examples, Nero’s artistic interests, his studia, are decon- structed throughout. Cassius Dio uses the nomen of Caracalla against this emperor: by calling him by his nicknames “Tarautas” or “Caracallus” instead of his dynastic name “Antoninus”,he deprives him of his genealogy. In Suetonius, some topoi appear as head- words for rubrics such as the emperor’s remarkable sayings, his orationes, omina, or—in particular in Nero’s case—the maiores, who foreshadow Nero’s bad behaviour at the very beginning of the biography. Once the orator or writer has found a certain character trait to talk about there is usually a variety of words which could refer to this character trait. Rhetoric clearly advises that the character trait be expressed in biased, advantageous terms. Quintilian suggests that if the orator has to reply to a narratio that was negative and harmful to his case, he should repeat this narratio, but use different terms. The orator will give different motives, a different attitude of mind, and a different interest; he will be able to extenuate some points only by a new wording: alias causas, aliam mentem, aliam rationem dabo.Verbis elevare quaedam licebit: luxuria liberalitatis, avaritia parsimoniae, 3 See Rhet. Her. 3.6.10; Cic. Inv. rhet. 2.177; Quint. Inst. 3.7.12. 4 For other lists see Rhet. Her. 3.6.10; Quint. Inst. 3.7.10–18. Verena Schulz - 9789004407558 Downloaded from Brill.com10/02/2021 06:45:35PM via free access deconstruction and rhetorical strategies 369 neglegentia simplicitatis nomine lenietur (Quint. Inst. 4.2.76–77).5 In this case, ‘luxury’ and ‘liberality’ (luxuria and liberalitas), ‘avarice’ and ‘thrift’ (avaritia and parsimonia), as well as ‘carelessness’ and ‘simplicity’ (neglegentia and simplicitas) denote the same ‘facts’. But the choice of one of the two alternatives is a semantic operation that tries to make an ambivalent character trait, action, or event unambiguous.6 The process that Quintilian describes, namely the reaction of one narration to another narration that is to be refuted, is comparable to the process of historiography deconstructing panegyr- ical narratives. We have seen the rhetorical process of biased wording and the produc- tion of semantic non-ambiguity, by way of example, in Suetonius’ different terms for two comparable utterances by Vespasian on the one hand and Domitian on the other.7 While Vespasian’s dictum (Suet. Vesp. 23.4) about his divinity is termed dicacitas (in the corresponding rubric on banter), Domitian’s utterance (Suet. Dom. 13.1) about his divinity is semanticized as arrogantia (in the corresponding rubric on arrogance). The emperor’s statements about his divinity are highly ambivalent. But Suetonius’ strategy of integrating them into a certain rubric under a specific headword makes them appear unambiguous. Rhetoric closely links character depiction, which is constructed on the basis of topoi a persona and formulated accordingly in a convenient, biased way, with the actions described in the narratio. The presentation of a meaningful relationship of character to action is a central rhetorical strategy for creating plausibility, which is called proba- bile e vita. It is based on the assumption that we can explain what a person does by referring to his or her way of life and character. Cicero deals with the relationship of action, motive, and character in De inventione 2.32–34.8 The motive of someone’s deed (causa facti) has to be explained by this person’s character (animus); this involves ref- erences to the person’s way of life (vita) and earlier deeds (ante facta) (Cic. Inv. rhet. 2.32). We have seen that, likewise, the relationship of imperial representation to the emperor’s character, way of life, and motives is crucial to negative images of emperors. The construction of motives based on character depiction, which directly or indirectly challenges the official reasons presented by the emperor, is one of the most import- ant strategies of deconstruction.9 To mention just one outstanding example, Cassius Dio depicts Domitian at the beginning of his reign as driven by hatred for his father 5 See also Rhet. Her. 3.3.6; Quint. Inst. 3.7.25. 6 Suetonius does so when he reframes Vespasian’s greed (pecuniae cupiditas) as economy: sunt contra qui opinentur ad manubias et rapinas necessitate compulsum summa aerarii fis- cique inopia (“on the other hand, some argue that the drained resources of the treasury and the imperial fund absolutely compelled him to pursue spoil and plunder”, Suet. Vesp. 16.3). 7 See p.303–308 on Suetonius’ coding through rubrics. 8 See also Rhet. Her. 2.2.3–2.3.5; Quint. Inst. 7.2.27–35. 9 See p.115–123; 198–215; 298–302. Verena Schulz - 9789004407558 Downloaded from Brill.com10/02/2021 06:45:35PM via free access 370 appendix and brother. This emotion provides the motive for Domitian’s decree against castra- tion: Dio’s Domitian thereby wants to insult the memory of his brother Titus, who was fond of eunuchs (Cass. Dio 67.2.3). Narratio: Bias, Plausibility, Chronology The connection of causality to action is important for every rhetorical and every his- toriographical narrative. Rhetorical narratio does not aim to represent ‘facts’ but to construct an advantageous, biased version of these ‘facts’.Quintilian points out that the narratio is useful for persuasion and that it sets forth an event that really happened— or that might have happened: narratio est rei factae aut ut factae utilis ad persuadendum expositio (Quint. Inst. 4.2.31).10 The purpose of the rhetorical narratio is accordingly not that the judge learn the facts but to make the judge agree with the version of the facts presented: neque enim narratio in hoc reperta est, ut tantum congnoscat iudex, sed ali- quanto magis ut consentiat (Quint. Inst. 4.2.21). Such a persuasive narratio is based on a partial selection of facts (as part of the inventio), a suggestive order of these facts (as part of the dispositio), and the correct wording and style (as part of the elocutio).
Load more

Recommended publications
  • Rhetoric in Spain 1/2016 EDITORS: NARCÍS IGLÉSIAS and MARIA ZAŁĘSKA
    ISSN: 2392-3113 Rhetoric in Spain 1/2016 EDITORS: NARCÍS IGLÉSIAS AND MARIA ZAŁĘSKA TOMÁS ALBALADEJO AUTONOMOUS UNIVERSITY OF MADRID [email protected] Cultural Rhetoric. Foundations and perspectives Abstract Cultural rhetoric is proposed as a methodological system to study the relationship between culture and rhetoric and to analyze rhetorical discourses, literary works and texts of other kinds from the point of view of their rhetorical foundations and their perlocutionary force before receivers. It is connected with the cultural dimension of rhetoric and with the rhetorical dimension of culture. It is within the studies in culture, together with semiotics of culture and cultural studies. Key words Rhetoric, Culture, Cultural rhetoric, Discourse, Literature License This work is licensed under a Creative Commons Attribution 3.0 Poland. The content of the license is available at http://creativecommons.org/licenses/by/3.0/pl/ Res Rhetorica, ISSN 2392-3113, 1/2016, p. 17 TOMÁS ALBALADEJO AUTONOMOUS UNIVERSITY OF MADRID [email protected] Cultural Rhetoric. Foundations and perspectives 1. Rhetoric as an art and a discipline. Rhetoric in culture and culture in rhetoric Although rhetoric was born as an instrument to communicate with persuasive aims before courts and it was initially used in the realm of civil law, it entered easily into the fi elds of criminal law and political communication. Rhetoric passed from its native land, Sicily, an island that had been colonized by the Greeks, to Athens, and afterwards from Athens to Rome. Rhetoric is the technique of communication and of oral public discourse that each citizen of these cities who wished to play a public role in society should have learned.
    [Show full text]
  • Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet
    PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MEANINGS OF FIGURES OF SPEECH USED IN TOURISM ADVERTISING SLOGAN TEXTS IN THE INTERNET A THESIS Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M. Hum.) Degree in English Language Studies SISKA BOCHARI Student Number: 096332020 THE GRADUATE PROGRAM IN ENGLISH LANGUAGE STUDIES SANATA DHARMA UNIVERSITY YOGYAKARTA 2011 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI iii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI STATEMENT OF ORIGINALITY This is to certify that all ideas, phrases, sentences, unless otherwise stated, are the ideas, phrases, and sentences of the thesis writer. The writer understands the full consequences including degree cancellation if she took somebody else's ideas, phrases, or sentences without proper references. Yogyakarta, 17 March 2011 SISKA BOCHARI iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Siska Bochari Nomor Mahasiswa : 096332020 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul: Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet beserta perangkat yang diperlukan. Dengan demikian saya memberikan hak kepada Perpustakaan Universitas Sanata Dharma untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk
    [Show full text]
  • János S. Petőfi's Linguistic and Textual Theory and the Recovery of The
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Repositorio Institucional de la Universidad de Alicante Francisco Chico Rico, “János S. Petőfi’s Linguistic and Textual Theory and the Recovery of the Historical Thinking about Rhetoric”. In: Margarita Borreguero Zuloaga and Luciano Vitacolonna (eds.), The Legacy of János S. Petőfi: Text Linguistics, Literary Theory and Semiotics. Newcastle upon Tyne: Cambridge Scholars Publishing, 2019: 110-131 (ISBN: 978- 1-5275-2310-4). János S. Petőfi’s linguistic and textual theory and the recovery of the historical thinking about Rhetoric Francisco Chico Rico (University of Alicante, Spain) Abstract The present paper carries out a study about the possibilities of mutual enrichment resulting from the interrelationship of the Text-Structure World-Structure Theory (TeSWeST, from the German “Text-Struktur Welt-Struktur Theorie”) by János S. Petőfi and the rhetorical model, that is, the explanatory system for the construction and communication of rhetorical discourse within the framework of the so-called rhetorica recepta, traditionally formed by the operations —partes artis or oratoris officia— of inventio, dispositio, elocutio, memoria and actio/pronuntiatio. More specifically, our aim is, on the one hand, to account for the enrichment of TeSWeST from the examination of rhetorical elocutio —an enrichment which also leads us to the need for a redefinition of the traditional rhetorical operations in the light of the components and categories of TeSWeST; and on the other, to try and explain the enrichment of the traditional rhetorical system through the recovery of the rhetorical operation of intellectio —from the review of historic texts dealing with rhetorical theory, such as Institutiones oratorias, by Sulpitius Victor, and De rhetorica liber, by Aurelius Augustinus.
    [Show full text]
  • Rhetorical Memory, Synaptic Mapping, and Ethical Grounding
    DODSON, WILLIAM, Ph.D. Rhetorical Memory, Synaptic Mapping, and Ethical Grounding. (2014) Directed by Dr. Stephen R. Yarbrough. 214 pp. This research applies neuroscience to classical accounts of rhetorical memory, and argues that the physical operations of memory via synaptic activity support causal theories of language, and account for individual agency in systematically considering, creating, and revising our stances toward rhetorical situations. The dissertation explores ways that rhetorical memory grounds the work of the other canons of rhetoric in specific contexts, thereby expanding memory’s classical function as “custodian” to the canons. In this approach, rhetorical memory actively orients the canons as interdependent phases of discursive communicative acts, and grounds them in an ethical baseline from which we enter discourse. Finally, the work applies its re-conception of rhetorical memory to various aspects of composition and Living Learning Community educational models via practical and deliberate interpretation and arrangement of our synaptic “maps.” RHETORICAL MEMORY, SYNAPTIC MAPPING, AND ETHICAL GROUNDING by William Dodson A Dissertation Submitted to the Faculty of The Graduate School at The University of North Carolina at Greensboro in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Greensboro 2014 Approved by Dr. Stephen R. Yarbrough Committee Chair APPROVAL PAGE This dissertation written by William Dodson has been approved by the following committee of the Faculty of The Graduate School at The University of North Carolina at Greensboro. Committee Chair Dr. Stephen R. Yarbrough Committee Members Dr. Walter H. Beale Dr. Risa Applegarth November 22, 2013 Date of Acceptance by Committee November 22, 2013 Date of Final Oral Examination ii TABLE OF CONTENTS Page CHAPTER I.
    [Show full text]
  • ISSA Proceedings 1998 – Visual Rhetoric: from Elocutio To
    ISSA Proceedings 1998 – Visual Rhetoric: From Elocutio To Inventio 1. The Semiotic Ornatus Perspective on Visual Rhetoric In his article “The rhetoric of the image” Roland Barthes assumes that if classical rhetoric were to be rethought in structural terms it would “perhaps be possible to establish a general rhetoric of the signifiers of connotation, valid for articulated sound, image, gesture” (1977: 50): “This rhetoric could only be established on the basis of a quite considerable inventory, but it is possible now to foresee that one will find in it some of the figures formerly identified by the Ancients and the Classics; the tomato, for example, signifies Italianicity by the metonymy and in an other advertisement the sequence of three scenes (Coffee in beans, coffee in powder, coffee sipped in the cup) releases a certain logical relationship in the same way as an asyndeton” (: 49f). This ‘figurative’ approach to visual rhetoric is pursued more fully in the text “Rhétorique et image publicitaire”. Here Jacques Durand defines rhetoric as the art of fake speaking (“l’art de la parole feinte”) (1970: 70), and describes its task as transforming or converting the proper expression (“le language propre”) into a figurative or rhetorical expression (“language figuré”). What is said by using a rhetorical figure or trope could also have been said in a different, or normal, manner. Durand sought to “find a visual transposition of the rhetorical figures in the advertising image” (1987: 295) by examining more than one thousand magazine advertisements. This was done by considering “a rhetorical figure as a transformation from a ‘simple proposition, to a ‘figurative proposition’” (: 295).
    [Show full text]
  • Rhetoric As Knowledge1
    Notandum 38 mai-ago 2015 CEMOrOC-Feusp / IJI-Univ. do Porto Rhetoric as Knowledge1 Tomás Albaladejo2 Resumen: Este artículo trata de la relación entre retórica y conocimiento en el doble espacio de la comunicación y la cultura. El punto de partida para examinar dicha relación es una reflexión sobre la evolución de la retórica desde su condición oral hacia su función en la comunicación global. Se ofrece una visión del papel de la retórica dentro del conocimiento para mostrar la posición de la retórica en cuanto a la cultura y la educación, que están basadas en el conocimiento. Posteriormente se hace un examen del papel del conocimiento dentro de la retórica con el fin de explicar la función de la retórica como instrumento para el conocimiento orientado a la comunicación. A lo largo del artículo se exploran conjuntamente contribuciones históricas de la retórica y nuevas perspectivas sobre la retórica en la comunicación actual. Palabras Clave: Metodologia da pesquisa; pesquisa em educação. Abstract: This paper deals with the relation between rhetoric and knowledge in the double space of communication and culture. A reflection about the evolution of rhetoric from its oral condition to its function in global communication is the starting point for examining that relation. A view of the role of rhetoric within knowledge is given to show the position of rhetoric as to culture and education, which are based upon knowledge. Afterwards, an examination of the role of knowledge within rhetoric is done in order to explain the function of rhetoric as an instrument for knowledge oriented to communication.
    [Show full text]
  • The Rhetorical Construction of Corporate Logos
    The Rhetorical Construction of Corporate Logos La Construcción Retórica de los Logos Corporativos Carmen Llorente-Barroso Universidad CEU San Pablo (CEU San Pablo University). [email protected] - [email protected] Francisco García-García Universidad Complutense de Madrid (Complutense University of Madrid). [email protected] Recibido: April 9th, 2014 Aprobado: July 18th, 2014 Abstract This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con- struction of an original logo consistent with a company’s image. Keywords: Corporate visual symbology, rhetoric, rhetorical strategies, logo-symbols, logo, company’s image. Llorente-Barroso, C., García-García, F. (2015): The Rhetorical Construction of Corporate Logos. Arte, Individuo y Sociedad, 27(2) 257-277 Resumen Esta investigación se contextualiza en las sociedades actuales, en las que la simbología visual corporativa de una empresa, corporación o institución constituye una forma esencial de transmitir su imagen corporativa.
    [Show full text]
  • Rhetorical Structures in the Language of Vietnamese Advertisements
    www.ccsenet.org/ass Asian Social Science Vol. 6, No. 11; November 2010 Rhetorical Structures in the Language of Vietnamese Advertisements Luu Trong Tuan National University of Ho Chi Minh City Ho Chi Minh City, Vietnam E-mail: [email protected] Abstract Understanding the structure and function of rhetorical figures in advertising requires a text- and reader-aware approach. In the absence of appropriate text-centered terminology (e.g., scheme, trope), and without access to the necessary conceptual tools (e.g., deviation), the longstanding and widespread use of rhetorical figures in advertising has simply been overlooked in consumer research. This article builds a framework for categorizing rhetorical figures that distinguishes between figurative and non-figurative text, between two types of figures (schemes and tropes), and among three rhetorical operations that underlie individual figures (repetition, reversal, and substitution) in Vietnamese advertisements. Keywords: Rhetorical figure, Scheme, Trope, Repetition, Reversal, Substitution, Vietnamese advertisements 1. Introduction Realizing that a key aim of advertising is not purely to inform, but to persuade as well, it is not astounding that advertising is sprinkled with rhetorical devices (Leigh, 1994). For instance, the current Benson & Hedges Cigarette campaign uses the rhetorical figure, personification (Pullack, 1997), and was preceded with campaigns using other rhetorical figures, puns, and resonance. The long-running Absolute Vodka advertising campaigns are well known for their use of rhetorical figures. From Aristotle up until the advent of modern social psychology, the discipline of rhetoric was the primary repository of Western thinking about persuasion (Barthes 1970/1988). The central concern of rhetoric has been method and manner: how to discover the most effective way to express a thought in a given context, and then how to alter its expression to suit different contexts.
    [Show full text]
  • Rhetorical Figures Analysis on Mike Pence's Speeches English Letters Department Faculty of Humanities Universitas Islam Negeri
    RHETORICAL FIGURES ANALYSIS ON MIKE PENCE’S SPEECHES THESIS Nisa Lutfia Agustina NIM 13320019 ENGLISH LETTERS DEPARTMENT FACULTY OF HUMANITIES UNIVERSITAS ISLAM NEGERI MAULANA MALIK IBRAHIM MALANG 2017 RHETORICAL FIGURES ANALYSIS ON MIKE PENCE’S SPEECHES THESIS Presented to Universitas Islam Negeri Maulana Malik Ibrahim Malang in partial fulfillment of the requirements for the degree of Sarjana Sastra By: Nisa Lutfia Agustina NIM 13320019 Advisor: Vita Nur Santi M.Pd ENGLISH LETTERS DEPARTMENT FACULTY OF HUMANITIES UNIVERSITAS ISLAM NEGERI MAULANA MALIK IBRAHIM MALANG 2017 i ii MOTTO “Life is like riding a bicycle. To keep your balance, you must keep moving.” (Albert Einstein) iii iv MOTTO “Life is like riding a bicycle. To keep your balance, you must keep moving”. (Albert Einstein) v DEDICATION This thesis is dedicated to those who value the struggle of life no matter the situation is and for those who keep supporting me This thesis is especially dedicated to: My beloved mother Umi Istiqomah, the woman with lovely smile, my favorite chef in entire world. And day by day you just mean more to me. My beloved father Sokib who always being my spirit and motivation in doing my research, his advices are precious to me in doing this research. My beloved little sisters, Rizky Marissa Amalia, Fara Nur Laily Rahma who keep me happy at home. My beloved coach, friends and athletes Taekwondo UIN Maulana Malik Ibrahim Malang who always support me in any condition and I can‟t explain how grateful to have you all. Thanks for love, laugh, and the happiness. Someone special who supports my decision and draws my little life.
    [Show full text]
  • ATINER's Conference Paper Series MED2013-0554 the Contemporary
    ATINER CONFERENCE PAPER SERIES No: MED2013-0554 Athens Institute for Education and Research ATINER ATINER's Conference Paper Series MED2013-0554 The Contemporary Communicator: A 21st Century Rhetorician Inmaculada Berlanga Fernández Lecturer and researcher / Research group: Communication and digital society (UNIR) Universidad Internacional de la Rioja (UNIR) Spain Dr Almudena González del Valle Brena Lecturer and researcher / Research group: Communication and digital society (UNIR) Universidad Internacional de la Rioja (UNIR) Spain 1 ATINER CONFERENCE PAPER SERIES No: MED2013-0554 Athens Institute for Education and Research 8 Valaoritou Street, Kolonaki, 10671 Athens, Greece Tel: + 30 210 3634210 Fax: + 30 210 3634209 Email: [email protected] URL: www.atiner.gr URL Conference Papers Series: www.atiner.gr/papers.htm Printed in Athens, Greece by the Athens Institute for Education and Research. All rights reserved. Reproduction is allowed for non-commercial purposes if the source is fully acknowledged. ISSN 2241-2891 24/09/2013 2 ATINER CONFERENCE PAPER SERIES No: MED2013-0554 An Introduction to ATINER's Conference Paper Series ATINER started to publish this conference papers series in 2012. It includes only the papers submitted for publication after they were presented at one of the conferences organized by our Institute every year. The papers published in the series have not been refereed and are published as they were submitted by the author. The series serves two purposes. First, we want to disseminate the information as fast as possible. Second, by doing so, the authors can receive comments useful to revise their papers before they are considered for publication in one of ATINER's books, following our standard procedures of a blind review.
    [Show full text]
  • A Methodological Framework for Conducting Multimodal Rhetorical Analyses of Advertising Films with Atlas.Ti
    A METHODOLOGICAL FRAMEWORK FOR CONDUCTING MULTIMODAL RHETORICAL ANALYSES OF ADVERTISING FILMS WITH ATLAS.TI A Methodological Framework For Conducting Multimodal Rhetorical Analyses Of Advertising Films With ATLAS.ti George Rossolatos Abstract The aim of this paper is to present a novel methodological framework for analyzing the multimodal rhetorical struc­ ture of advertising films. By drawing on a corpus of 87 TV commercials from the world’s most valuable brands ac­ cording to the BrandZ 2012 report and a resulting pool of 561 ad filmic segments, it will be shown how (i) TV ads may be segmented (ii) how individual segments may be coded with one or more verbo-visual rhetorical figures in the light of three distinctive levels of analysis (iii) how statistical output pertaining to the rhetorical structure of TV ads may be produced and interpreted. The filmic syntagms are segmented and coded by applying a rhetorical taxonomy of four operations and thirty-nine verbo-visual figures with the aid of ATLAS.ti 7 as content analytical tool. The ex­ position of the adopted rhetorical approach covers conceptual, methodological and interpretive areas, with view to yielding a coherent and holistic view of the technical issues involved in conducting multimodal rhetorical analyses of ad films with ATLAS.ti, while highlighting how ‘figurative competitive advantages’ may be yielded for brand dis­ courses. Keywords multimodal rhetoric, advertising films, content analysis, film semiotics, ATLAS.ti. Introduction In the context of a highly visio-centric culture and the by now consolidated ‘pictorial’ or ‘iconic turn’ (Mitchell, 2005; Moxey, 2008), as the successor of the time-hallowed linguistic turn, argumentation techniques in TV advertising have been progressively shifting focus from the verbal to the visual mode.
    [Show full text]
  • The Rhetorical Construction of Corporate Logos Arte, Individuo Y Sociedad, Vol
    Arte, Individuo y Sociedad ISSN: 1131-5598 [email protected] Universidad Complutense de Madrid España Llorente-Barroso, Carmen; García-García, Francisco The Rhetorical Construction of Corporate Logos Arte, Individuo y Sociedad, vol. 27, núm. 2, 2015, pp. 257-277 Universidad Complutense de Madrid Madrid, España Available in: http://www.redalyc.org/articulo.oa?id=513551297007 How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative The Rhetorical Construction of Corporate Logos La Construcción Retórica de los Logos Corporativos C L-B Universidad CEU San Pablo (CEU San Pablo University). [email protected] - [email protected] F G-G Universidad Complutense de Madrid (Complutense University of Madrid). [email protected] Recibido: April 9th, 2014 Aprobado: July 18th, 2014 Abstract This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse.
    [Show full text]