Gui Bonsepie is the Editor of the Journal of the Ulm School of Design. In this article is discussed the art of rhetoric which is a linguistic element yet the focus is it's application in the visual communication context. Is discussed how in ancient Greece the people who used the art of persuasion used it in a political, religious and legal. Rhetoric is used to influence someone's opinions or influence their actions. They are placed into persuasive and discription and analysis, yet rhetoric uses semiotics (icon, index and symbols) as an aid to bring the concepts by using visual signs. Signs are understood through their shape and meaning.
Syntactics: operates through a shape of the sign. Semantic : embraces everything a sign stands for, its sub-classes are the things designated and the things detonates and the things signified. Pragmatics is the fictitious dialogue between the speaker and argues the visual image.
Rhetoric uses verbal tricks and through this designers use signs that are icon, indexical and symbols that are embedded in our society to bring the art of rhetoric.
I found this and I felt that this helped visualize what Gui Bonsepie was describing as the art of rhetoric, the syntactic the shape and that is a helmet is to reference the human body lungs. Semantics of the image aside from the text "breathe" it tells the action of breathing and it brings emphasis and tells the viewer that even though they are helmets it references to the lungs. Pragmatics id the dialogue and the question from the viewer in analyzing the image and looking at the helmets and their shape as lungs plus the text alludes to the action of breathing.