Page 45 - Graphic Design and Print Production Fundamentals

Graphic Design 33
4. Generate related ideas for each concept you brainstormed in step 3 and add them as
subtopics.

5. Repeat steps 3 and 4 until you run out of ideas.

Applying Rhetorical Devices to Concept Mapping

After you have placed all your ideas in the concept map, you can add additional layering to help you
refine and explore them further. For example, you can use rhetorical devices to add context to the
concepts and make them come alive. Rhetoric is the study of effective communication through the use
and art of persuasion. Design uses many forms of rhetoric — particularly metaphor. If you applied a
metaphor-based approach to each idea in your concept map, you would find many new ways to express
your message.

Rhetorical Devices Appropriate for Communication Design

Allusion is an informal and brief reference to a well known person or cultural reference. In the magazine
cover linked below, an allusion is used to underline the restrictive nature of the burqa, a full body cloak
worn by some Muslim women, by applying it to Sarah Jessica Parker, an actor whose roles are primarily
feminist in nature. (Harris, 2013)

Follow the link to see an example: Marie Claire Cover

Amplification involves the repetition of a concept through words or images, while adding detail to it.
This is to emphasize what may not be obvious at first glance. Amplification allows you to expand on an
idea to make sure the target audience realizes its importance. (Harris, 2013)

Follow the link to see an example: Life’s too short for the wrong job Marketing Campaign

Analogy compares two similar things in order to explain an otherwise difficult or unfamiliar idea.
Analogy draws connections between a new object or idea and an already familiar one. Although related
to simile, which tends to employ a more artistic effect, analogy is more practical; explaining a thought
process, a line of reasoning, or the abstract in concrete terms. Because of this, analogy may be more
insightful. (Harris, 2013)

Follow the link to see an example: WWF Lungs Before It’s Too Late

Hyperbole is counter to understatement. It is a deliberate exaggeration that is presented for emphasis.
When used for visual communication, one must be careful to ensure that hyperbole is a clear
exaggeration. If hyperbole is limited in its use, and only used occasionally for dramatic effect, then it
can be quite attention grabbing.

Follow the link to see an example: Final Major Project by Mark Studio

A written example would be: There are a thousand reasons why more research is needed on solar energy.

Or it can make a single point very enthusiastically: I said “rare,” not “raw.” I’ve seen cows hurt worse
than this get up and walk.