Gui Bonsiepe reflecte sobre o conceito
de retórica – a chamada arte da persuasão, que influencia sentimentos e
atitudes, ao dar às palavras novos significados. O uso da retórica na
comunicação permite que o discurso seja mais interessante, eficiente e
influenciador.
Segue-se alguns excertos do texto
de Bonsiepe:
“Rhetoric is one of the scarcely
researched areas of design, although the designer is confronted with rhetorical
phenomena in his daily work…
Rhetoric can be called a set of
seductive heuristics, used to influence feelings and moods in the person to
whom the message is addressed…
Feelings are phenomena of short
duration, which interrupt the flow of everyday actions… moods, on the other
hand, are generally of longer duration. They are concerned with an approach to
future possibilities of action… specialists in advertising and corporate
identity direct their rhetorical techniques to creating certain attitudes in
the public or breaking them down, depending on the policy and strategy the
company is using to present itself…
[designer] he influences the
feelings, moods and attitudes of the user by employing visual means assigned to
formal and semantic categories to convey messages…
In Antiquity rhetoric was practiced
as an art of speaking mainly in three areas: politics, law and religious discourse…
As K. Burke said, rhetoric is the right place for “… insult and offence, for
quarrelsomeness and conflict, for cunning and lies, particularly for underlying
cunning and deliberate lies”…
Rhetoric is generally defined as the
art of persuasion, or the study of the means of persuasion that are available
for a given situation the purpose of rhetoric is the efficient use of language
in order to shape attitudes in others and influence their behavior… Persuasion
presupposes the possibility of choosing. Again we can quote Burke, who says
rhetoric is directed to a person who is free: “… when people are forced to do
something rhetoric is superfluous”…
“… a new approach to rhetoric that
would take into account modern semiotics. Since the combination of text and
picture available in modern communications was technically impossible in
antiquity, it was never a concern in classical rhetoric. ”…
The flood of verbal and visual
messages produced and distributed in industrial societies creates what Richard
S. Warman has termed ‘information anxiety’. A situation with a low density with
such conditions, one could ascribe a new, cognitive function to rhetoric, where
rhetorical means are used to clarify contexts and reduce cognitive entropy…
“… the art of saying something in a
new way” and as “… giving words a new
meaning or a new use, in order to make speech more pleasing, more lively and
more penetrating.”…
In the traditional view a rhetorical
figure of speech is one that differs from normal usage to make the
communication more effective. Figure of speech can be divided into two classes…
Word figures: related to the meaning
of a word, on the position of the words in the sentence…
Thought figures; related
to the formation and arrangement of the information.”
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