changingminds.org

How we change what others think, feel, believe and do

| Menu | Quick | Books | Share | Search | Settings |

Durand's rhetoric

 

DisciplinesRhetoric > Durand's rhetoric

Nature of the operation | Nature of relationship | In combination | See also

 

Jaques Durand analyzed thousands of adverts to understand the use of rhetorical figures in visual contexts. The principles he identified are also applicable in other situations.

Durand defined rhetoric as 'the art of fake speech', in which rhetoric is used to transition from 'proper' and figurative language. He takes a Freudian viewpoint seeing the use figurative language in satisfying forbidden desires, and rhetorical figures as mock violations of a norm.

He divides rhetorical figures into two classifications, similar to Barthes' approach: Those which modify the operation of a sentence or phrase and those which modify relationships, and the related substitution and exchange.

Nature of the operation

Operations start with a simple proposition and modify certain elements by the use of addition or suppression.

Addition

Items are added to a the phrase in order to change the overall meaning. For example adjectives and adverbs modify nouns and verbs, for example by exaggeration. Other additions include contrasts that highlight target items.

Repetition is a particular form of addition, where the item added is the same (in some form) as something already there.

Suppression

Suppression is an opposite of addition in that involves the suppression, exclusion or other removal or hiding of elements of the phrase or sentence.

Substitution

Substitution is a combination of the above two principles, being the suppression of one element followed by the addition of a new element.

Exchange

Exchange consists of two reciprocal phrases, as in 'We eat to live, not live to eat'. These may also include substitution.

Nature of relationship

The relationship or connection of items within the phrase may be figuratively constructed using one or more of:

  • Identity: using the 'same' relationship
  • Similarity: having something in common
  • Difference: having distinctly contrasting elements
  • Opposition: having conflicting elements
  • False similarity: as in paradox and ambiguity

In combination

Combining relationships and rhetorical operations as above, these can be linked to specific figures as below:

 

Relation
between
elements

Rhetorical operations

Addition Suppression Substitution Exchange
Identity Repetition Ellipsis Hyperbole Inversion
Similarity        
 - of form Rhyme   Allusion Hendiadys
 - of content Simile Circumlocution Metaphor Homology
Difference Accumulation Suspension Metonymy Asyndeton
Opposition        
 - of form Zeugma Dubitation Periphrasis Anacoluthon
 - of content Antithesis Reticence Euphemism Chiasmus
False similarity        
 - Ambiguity Antanaclasis Tautology Pun Antimetabole
 - Paradox Paradox Preterition Antiphrasis Antilogy

 

See also

Figures of speech

 

Durand, J. (1970). Rhetorique et image publicitaire, Communications, 15, Paris: Editions du Seuil

 

Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

 

You can buy books here

More Kindle books:

And the big
paperback book


Look inside

 

Please help and share:

 

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

* Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

About
Guest Articles
Blog!
Books
Changes
Contact
Guestbook
Quotes
Students
Webmasters

 

| Home | Top | Menu | Quick Links |

© Changing Works 2002-
Massive Content — Maximum Speed

Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

 

 

Please help and share:

 

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

+ Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

About
Guest Articles
Blog!
Books
Changes
Contact
Guestbook
Quotes
Students
Webmasters

 

| Home | Top | Menu | Quick Links |

© Changing Works 2002-
Massive Content — Maximum Speed