Links to rhetorical tools:

Here are links to the rhetorical tools used in this class:

Schemes & Tropes -- Perelman & Olbrechts-Tyteca -- Fallacies -- Burke -- Rhetorical Toolbox -- Conspiracy Rhetorics

Friday, January 29, 2021

David Miller Coffee ad Outline

 Attention getter: Set the atmosphere in space and time for which you are selling the coffee

-Twentieth century Australia 

-Mass migration after WW2 over 2 Million (as per the national museum of Australia)

-Countries culture at the time (Women's right to vote 1902 CWFA)

*Establish credibility

(Who am i and why am I qualified) "I'm David and I have been..."

"of corse i'm an expert in all history in the region"

Thesis: how does it appeal ?

-Use of women 

(Now we're going to take a look at the use of rhetorical devices in the ad)

Tropes:

-Simile between coffee and tea 

-transition statement: Shifting to the Visual portion of the ad

Visual:

Hue-yellow, red, blue

Value- all bright

Saturation- vivid colors (in relation to printing capabilities of the time)-write color sentence

"The color is an important part of how captures your attention with bright unsaturated colors that attract your eye"

Perspective- Flat design (no unique depth)

Focus- based on Focalizers

Angle- Eye level

Implied distance- Medium shot

*Not Abstract*

Typography: How the structure of the text line up with the ad

Medium height-to-width ratio

legibility-

5 different fonts 

Style-

2 most commercial statements made are in all caps

emphasis-

Brand name highlighted in red

emphasis/family script-

Quote from person depicted is in cursive & red

Conclusion

-Ad is organized yet simple relying more on color persuasion to draw your eyes in

-Color appeal as apposed to exotic graphic design

-How does it do its job in its time frame? (They are still selling coffee today)

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