WACANA METAFORA RETORIKA VISUAL DALAM KARYA SENI RUPA DAN DESAIN

Handriyotopo, Handriyotopo (2019) WACANA METAFORA RETORIKA VISUAL DALAM KARYA SENI RUPA DAN DESAIN. Project Report. Institut Seni Indonesia (ISI) Surakarta, Surakarta. (Unpublished)

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Abstract

Metaphors in ordinary language are used in everyday life without us knowing it. The metaphorical visual rhetoric used in connection with the communication of the message conveyed in its present image is considered more able to convey the meaning of the message to the audience. This is the metaphor of visual rhetoric being the main force of the value of persuasion in advertising, and also the moral message when artists convey social criticism by juxtaposing their rhetorical comparisons metaphorically to be meaningful. The same is true for works of art and design as visual powers that are symbolic to be understood by the audience. This library research was carried out with a critical methodological approach to the study and creation of art and design as a tool or discourse of art that often borrows cultural domains and codes in its visual images. The findings in the rhetorical metaphorical discourse of visual art are expected to be able to contribute in solving visual ideas with the problems of fine art studies and design. This library research found an understanding of the meaning of symbolic ideology coupled with a metaphorical approach to visual rhetoric that has developed and expanded the study of discourse not only to the aspect of fine arts but its use is already in the objects of architectural building design forms, augmented reality / virtual reality games, icons on smartphones, computer os , and on the phenomenon of memes in social media.

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