ISSN: 2222-6990
Open access
This study discusses the theories, concepts, and also theoretical implications in public service campaign advertisements. There is a basic theory namely semiotics which carries the concept of visual rhetoric and its relationship with several related concepts. Each of the theories and concepts used has an important role in leading to the visual formation and delivery of visual rhetorical meaning to the audience. In this study, theories and concepts are compiled and explained by using public service announcement (PSA) as a case study. As a result of this study, it can be seen that visual rhetoric is explored through the campaign advertisements and becomes the basis of visual communication. Ability in critical thinking becomes an important requirement in exploring and looking at the connections between visual rhetoric in the advertising campaigns of this study. This study can improve high-level thinking skills and also help audience know the need for visual rhetoric in public awareness campaigns.
Atkin, C., & Salmon, C. T. (2010). Communication campaigns.na.
Atkin, C. K., & Rice, R. E. (2013). Theory and principles of public communication campaigns. Public communication campaigns, 4, 3-20.
Barrett, T. (2006).Criticizing Photographs, an introduction to Understanding Images?, Edisi4.,NewYork: McGrawHill. ??
Barthes, R. (1977). Image Music Text (selected and translated by Stephen Heath). London: Fontana.
Barry, A. M. (2002). Perception and visual communication theory. Journal of Visual Literacy, 22(1), 91-106.
Barry, A. M. (2004). Perception theory (pp. 67-84). Routledge.
Bernard, H. R. (2002). Qualitative data analysis I: text analysis. Research methods of anthropology, 440-448.
Bogdan, R. C., & Biklen, S. K. (2006). Qualitative research in (validation) and qualitative (inquiry) studies. It is a method-appropriate education: An introduction to theory and methods.
Bürdek, B. E. (2005). Design. Birkhäuser.
Cheung, W. S., & Hew, K. F. (2011). Design and evaluation of two blended learning approaches: Lessons learned. Australasian Journal of Educational Technology, 27(8).
Dervin, B., & Frenette, M. (2001). Sense-making methodology: Communicating communicatively with campaign audiences. Public communication campaigns, 3, 69-87.
Detisch, A. J. (2018). Ethos, Pathos & Logos: Persuasive Advertising Techniques of 2018. https://www.studiobinder.com/blog/ethos-pathos-logos/
Dilnot, C. (1989). The state of design history. MARGOLIN, Victor.
Fiske, J. (2010). Introduction to communication studies. Routledge.
Foss, S. K. (2005). Theory of visual rhetoric. Handbook of visual communication: Theory, methods, and media, 141-152.
Frascara, J., Meurer, B., van Toorn, J., & Winkler, D. (1997). User-centred graphic design: Mass communication and social change. CRC Press.
Freimuth, V., Cole, G., & Kirby, S. (2001). Issues in evaluating mass media-based health communication campaigns. Consulté à http://www. dors. it/marketing_sociale/docum/Eval_Media_Campaign_WHO. pdf.
Kismiaji, S. (2008) Semiotika Pemanfaatan dan Penerapannya?pada Desain Komunikasi Visual, http://islamicgraphicdesign.blogdetik.com/2008/12/31/semiotika-dan-desain-komunikasi-visual/
Lindlof, T. R., & Shatzer, M. J. (1998). Media ethnography in virtual space: Strategies, limits, and possibilities. Journal of broadcasting & electronic media, 42(2), 170-189.
Madgy, M. (2008). A semiotic phenomenology of visual rhetoric: Communication and perception of attributes of cultural sustainability in the visual environment of public housing (Doctoral dissertation, North Carolina State University).
Moriarty, S. (2005). Visual semiotics theory. Handbook of visual communication: Theory, methods, and media, 8, 227-241.
Newbold, C. (2013). Visual Rhetoric and The Concepts.
thevisualcommunicationguy.com/2014/02/13/what-is-visual-rhetoric/
Newbold, C. (2018). The Rhetorical Triangle.
thevisualcommunicationguy.com/2014/02/13/what-is-visual-rhetoric/
Albakry, N. S., & Daimin, G. (2014). The visual rhetoric in public awareness print advertising toward Malaysia perceptive sociolculture design. Procedia-Social and Behavioral Sciences, 155, 28-33.
Peterson, M., Wise, K., Ren, Y., Wang, Z., & Yao, J. (2017). Memorable metaphor: How different elements of visual rhetoric affect resource allocation and memory for advertisements. Journal of Current Issues & Research in Advertising, 38(1), 65-74.
Kotler, P. N. R., & Lee, N. (2002). Social Marketing: Improving the quality of life. California: Sage Publications, Inc, 13, 10-15.
Solík, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Theology, 10(1), 207-217.
Suh, T. (1999). What are the Visual Aspects in Communication. Communication Research Trends, 19(3), 4-18.
In-Text Citation: (Alim & Rahim, 2021)
To Cite this Article: Alim, M. M., & Rahim, R. S. @ A. (2021). Visual Rhetoric in Visual Communication: Theory and Concepts in Public Service Announcements Advertising Campaign. International Journal of Academic Research in Business and Social Sciences, 11(6), 765–777.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode