The purpose of this paper is to explore rhetorical possibilities of interactive features that appeal to visitors’ emotions, through the analysis of three websites: Pablo The Flamingo, promoting the adoption of flamingos, World Under Water, warning about dangers of global warming, and Sortie en Mer, that works as a drowning simulator.
Ethos focuses on attributes of the speaker, such as character and credibility logos, on the message and the use of reasoning to construct an argument and pathos appeals to emotions of the audience. This work aims to contribute to this field, using a classical principle from the Aristotelian study of discourse: the rhetorical appeal of pathos.īased on principles of classical rhetoric, we can analyze the presence of three appeals: ethos, logos and pathos. Still, while much has been studied about verbal rhetoric since Ancient Greece and about visual rhetoric since the mid-20th century, the same does not apply to the rhetoric of interaction. The very ways through which in which users interact with websites influence the apprehension of messages, as tools of persuasion. Text and images play an important part in building arguments and influencing visitors, but there is another important rhetorical element, especially in digital communication: interaction. At the very least, they try to convince visitors that it is worth to stay connected for a while. They aim to persuade visitors to purchase goods or contract a service, participate in a project, admire a brand, or believe that their content is relevant, interesting and true. As soon as he begins to give it concrete shape, the process of rhetorical infiltration begins.”ĭigital pieces such as websites, accordingly, have rhetorical aspects as well. (…) ‘Pure’ information exists for the designer only in arid abstraction. Gui Bonsiepe affirms, “informative assertions are interlarded with rhetoric to a greater or lesser degree. In that sense, rhetoric is present in all kinds of communication.
It is a tool for achieving goals, generating responses. It can also be seen as a means to provide the audience with motivation for adopting a new attitude or taking a new course of action.
Mostly connected to persuasion, rhetoric can be defined as guidelines to construct effective communication.
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