| Abstract |
| The most common meaning of `rhetoric` is `the art of conversation,` or `art du discours.` Quintilianus referred to `rhetoric as a science of good speaking` or `bene dicendi scientia.` 20 centuries later, 「Robert Dictionary」 defined this again as `an art of good speaking` or `art de bien parler.` Therefore, rhetoric is a science not merely about speaking, but about how to speak well and help others understand, act, and believe, in other words, a science to persuade others. This is similar to the linguistic functions of typography. Typography, which involves rhetoric metaphor based on fresh ideas, may lead to effective differentiation and effective persuasion. Persuasion is a dynamic communication process which stimulates listeners through messages with a certain goal to achieve to act in an intended way. Such persuasive, rhetoric expression methods present the symbolic meanings of typography in a newly created way, or even strengthening the meanings by emphasis or bold omission. Especially, in the modern typographical trend, which highlights suggestive messages, rhetoric characteristics become outstandingly emphasized, and through right interpretation on them, the essential meanings might be newly found out. This study examines the relation of visual persuasion to modern typography through the linguistic classification method of rhetoric, which is being actively investigated in academic circles so as to clarify the visual effect and expression potential of modern typography. |
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| Key Words |
| 타이포그래피, 수사학, 커뮤니케이션, Typography, Rhetoric, Communication |
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