In the reading Type and Image Meggs by pg. 130. Style as message talks about the importance of decorative elements and their way in enhancing sensory experiences and adding connotative expression to denotative forms. Through style and it various components like text, structure and they function, imagery expresses the spirit of the era. In the reading it also explains that the design dialogue now transcends time and space. Graphic designers have used history as a way to inspire and develop work that gives resonance. Historicism: slavish copyright of copying historical precedents. Electicism: selecting elements from diverse sources, applying to an acceptable style. Simplification in the interest of legibility , clean proportions grounded on basic geometric elements, renunciation of serifs and adaption of typewriter or machine print. Both being combined leads to pluralistic reinvention.
Aristotle's appeals the means of persuasion in three categories--Ehtos, Pathos, Logos.
Ethos (credibility): Greek word 'character': or ethical appeal means convincing by the character of the author. We respect someone's opinion that we trust. I feel that is when a doctor or an influential source recommends a certain credibility becomes the issue and trusting the product. Trustworthiness or credibility , record, reputation independent from the message appeals to the individual. The impact of ethos is often called the argument's 'ethical appeal' or 'the appeal from credibility'. Education, experience and previous performance can qualify an individual to give a reputation. Institutions, public roles or publications can give credibility to a product.
Pathos : (emotional) : Greek for 'suffering' or 'experience': means persuading by appealing to the reader's emotions. Language choice effects the audience's emotional response. it appeals to the audience imagination or his sympathies. Narrative or story it conveys the imagination to the reader. Numerous sensory detail. Many rhetoricians over time have considered this one to be one of the strongest way to appeal and persuade. They way things are worded they can create a good image or a negative image.
Logos (logical) : Greek word 'word' : means persuading by the use of the use of reasoning. Aristotle's favorite in which reasons are given to back up the claims. The message is clear and the impact of logos on an audience is called argument's logical appeal. Facts and statistics are given to support the argument. They are two different types of logic, the first is inductive logic by giving a bunch of examples and then drawing from them a general proposition. Deductive enthymeme by giving your readers a few general propositions and then drawing from them a specific truth.