Modos de simbolizaÃÃo hÃbridos: um estudo sobre o trocadilho verbo-visual enquanto estratÃgia retÃrica no design de identidades
AUTOR(ES)
Jeims Duarte dos Santos
DATA DE PUBLICAÇÃO
2008
RESUMO
Visual Rhetorics constitutes a recent field of research, even if it carries along centuries of tradition related to verbal discourse. Predictably, such incipiency yields researchers with the opportunity to detect omissions in the constituted amount of knowledge. This work proposes to conceptualize, categorize and interpret a particular rhetorical procedure, constituted by a specific mode of interrelation between verbal and visual graphic data. Sparse sources have given partial and isolated contributions to the analysis of such rhetorical procedure. The research here presented intends to systematize that sparse body of information, synthesized in the proposition of a specific rhetorical figure: the Verbal-visual Pun (VVP). Presented here as a figure marked by a high level of deviance face to the usual language patterns, the VVP will be considered as a constructive challenge to designers and as a cognitive challenge to the consumer/reader (inclusively when the latter is a designer; reader of his own work and of his peersâ). Consequently, this work proposes guidelines for the configuration of the VVP, in order to contribute to its permanence and intelligibility among contemporary discursive practices.
ASSUNTO(S)
verbal-visual rhetorics linguagens interagentes interacting languages. graphic design verbal-visual pun design de marcas brand design retÃrica verbo-visual trocadilho verbo-visual design grÃfico desenho
