A Study of the Effect on Communication from Cognitive Deviation of Visual Rhetoric

• Main Authors: Thiah,Choon Peng, 程雨萍
• Other Authors: Chen,YuChia
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/76627671509835295495

碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系碩士班 === 100 === With the experiencing of economic development trends, these had subsequentlyaffected advertising messages to be conveyed in great diversity of techniques.Undoubtedly, rhetoric and advertising techniques are having the same purposes – to persuade and to communicate. According to the literature review, rhetoric is a creative communication technique that able to create the deviation of expectation to the receiver. It affects message appears to be novelty and familiarity and generated greater pleasant. Thus, this research focuses on the cognitive psychology, rhetoric, and visual design to explore the degree of cognitive derivation of visual rhetoric towards the communication effect. And, it involved two stages of research: The first stage was to discover the various natures of rhetoric and its communication effect. Next stage included cognitive deviation advanced research which concerning deviation degree of visual rhetoric that manipulating the communication effect. The respondents in this research stage were included designers (message senders) and general public (message receivers, consumers). The findings of integration analysis: 1. Ads image expression which applied ‘Hyperbole’ as the basis of rhetoric figure,combined with others rhetoric figure, was proven to have positive effect in communication. 2. By increasing ads image exaggeration, had proven significantly rising the advertisement’s novelty and fun. Hence, they are having the positive relationship. 3. The product features commercial ads’image appearance andreceiver’s life experience arehaving low degree of deviation, with high exaggeration, was proven as a significant way to enhance the communication effectiveness.