L’industrie publicitaire est un travail quotidien de collaboration entre deux « hémisphères » distincts : l’un de nature commercial et l’autre de nature créatif. Des individus qui favorisent des aspects logiques et rationnels se doivent de collaborer avec des individus qui favorisent des aspects intuitifs et artistiques, ce qui suscite des tensions. Cette mise en relation s’opère au travers d’un processus, que nous nommerons processus de design visuel communicationnel car il permet de relier la communication au design, approche que nous adoptons dans ce mémoire. L’industrie publicitaire s’est dotée d’outils permettant de faciliter le processus de design visuel communicationnel, dont le brief créatif. Notre recherche propose d’observer la manière dont les « commerciaux » et les « créatifs » perçoivent leur travail quotidien en agence et comment le brief créatif est réquisitionné. Nous adoptons une posture interprétative pour tenir compte de la complexité du phénomène et nous mobilisons une série d’entrevues pour répondre à nos questions de recherche. Nos questions de recherche sont les suivantes : de quelle manière les « commerciaux » et les « créatifs » négocient-ils les tensions lors du processus de design visuel communicationnel? Quels rôles le brief créatif occupe-t-il au sein de ce processus? Les résultats nous renseignent sur les transformations et les innovations qui émergent des tensions entre les « commerciaux » et les « créatifs » et sur l’importance que revêtent les caractéristiques communicationnelles du brief créatif dans le cadre du processus de design visuel communicationnel. / The advertising industry involves a daily collaboration between two ways of thinking or two hemispheres: one of commercial nature and the other of creative nature. Rational and logical individuals must collaborate with intuitive and artistic individuals, and from this collaboration emerge various tensions. In the advertising industry, this relationship operates throughout a process of visual communication design. We chose to use the term visual communication design process because it illustrates our approach in this research, an approach that joins communication and design. The advertising industry has developed tools to facilitate the visual communication process: among them the creative brief. Our research proposes to observe how “commercials” and “creatives” in the industry perceive their day-to-day work and their use of the creative brief through a series of interviews. Our questions are: in which ways do the “commercials” and “creatives” negotiate the tensions that emerges from the visual communication design process? What are the roles of the creative brief throughout this process? Our findings illustrate the transformations and innovations that emerge from the tensions between “commercials” and “creatives” and highlight the importance of the communicational characteristics of the creative brief as part of the visual communication design process.

Visualização de dados significa o mapeamento e a apresentação de dados em gráficos através da manipulação de variáveis visuais - altura, largura, frequência, cor, posição da forma gráfica - para informar e comunicar um assunto subjacente. A presente investigação é o estudo de como a informação, visualização e divulgação de dados e estatísticas relativas ao bem-estar humano podem conscientizar a sociedade civil e gestores públicos a promoverem melhorias na qualidade de vida e em políticas públicas. Bem-estar é um conceito multidimensional que envolve todas as dimensões da vida - desnível social, estresse, início da vida, exclusão social, pobreza, mobilidade. Existem muitos métodos para mensurar o bem-estar humano, pode ser avaliado pelas abordagens objetiva e subjetiva. Sendo assim, nesta investigação é estudado o bem-estar humano: origem, significado, definições e descrições. Os instrumentos usados para mensurar os indicadores de bem-estar são investigados. A aplicação da pesquisa consiste na criação de um modelo de dados de indicadores de bem-estar aplicado à cidade de São Paulo baseado nos Objetivos de Desenvolvimento Sustentável da ONU. Dados são coletados de instituições governamentais para a criação de um sistema de visualização - na internet <usp.br/mappingwellbeing/visualize> - através de gráficos de dados dinâmicos. / Data visualization is the mapping and representation of data into graphs by manipulating visual variables - height, width, frequency, color, position of the graphical form - to inform and communicate an underlying information. This research studies how information, visualization, and dissemination of human well-being data e statistics can raise awareness among civil society and public managers to promote improvements in quality of life and public policies. Well-being is a multidimensional concept that involves all dimensions of life - social gap, stress, beginning of life, social exclusion, poverty, mobility. There are many methods to measure human well-being, can be analyzed as objective well-being and subjective well-being. Thus, in this research human well-being is studied: origin, meaning, definitions and descriptions; In the same way, the instruments used in its measurement. An inventory of indicators is created from the indexing and analysis of reports of national e international organizations. The applied research consists in the creation of a visualization system based on data model - with indicators of well-being applied to the São Paulo city - grounded from the UN Sustainable Development Goals. Data are collected from government institutions using the proposed framework to create an internet platform <usp.br/mappingwellbeing/visualize>.

Die Rolle und Wahrnehmung des World Wide Web in seinen unterschiedlichen Nutzungskontexten ändert sich zunehmend – von einem frühen Fokus auf reine Web-Interaktion mit Kunden, Informationssuchern und anderen Nutzern hin zum Web als eine Komponente in einer mehrkanaligen Informations- und Kommunikationsstrategie. Diese zentrale Entwicklung ermöglicht Firmen, eine wachsende Menge digitaler Konsumenteninformationen zu sammeln, zu analysieren und zu verwerten. Während Firmen von diesen Daten profitieren (z.B. für Marketingzwecke und zur Verbesserung der Bedienungsfreundlichkeit), hat die Analyse und Nutzung von Onlinedaten zu einem signifikanten Anstieg der Datenschutzbedenken bei Konsumenten geführt, was wiederum ein Haupthindernis für erfolgreichen E-Commerce ist. Die Implikationen für eine Firma sind, dass Datenschutzerfordernisse bei der Datenanalyse und -nutzung berücksichtigt und Datenschutzpraktiken effizient nach außen kommuniziert werden müssen. Diese Dissertation erforscht den Grenzbereich zwischen den scheinbar konkurrierenden Interessen von Onlinekonsumenten und Firmen. Datenschutz im Internet wird aus einer Konsumentenperspektive untersucht und Datenschutzanforderungen werden spezifiziert. Eine Gruppe von Geschäftsanalytiken für Webseiten wird präsentiert und es wird verdeutlicht, wie Datenschutzanforderungen in den Analyseprozess integriert werden können. Ein Design zur besseren Kommunikation von Datenschutz wird vorgestellt, um damit eine effizientere Kommunikation der Datenschutzpraktiken einer Firma gegenüber Konsumenten zu ermöglichen. Die vorgeschlagenen Lösungsansätze gestatten den beiden Gegenparteien, widerstreitende Interessen zwischen Datennutzung und Datenschutz auszugleichen. Ein besonderer Fokus dieser Forschungsarbeit liegt auf Mehrkanalhändlern, die den E-Commerce Markt derzeit dominieren. Die Beiträge dieser Arbeit sind im Einzelnen: * Messung von Vorbedingungen für Vertrauen im Mehrkanalhandel Der Erfolg des Mehrkanalhandels und die Bedeutung von Datenschutz werden aus einer Konsumentenperspektive dargestellt. Ein Strukturgleichungsmodell zur Erklärung von Konsumentenvertrauen in einen Mehrkanalhändler wird präsentiert. Vertrauen ist eine zentrale Vorbedingung für die Kaufbereitschaft. Ein signifikanter Einfluss der wahrgenommenen Reputation und Größe physischer Filialen auf das Vertrauen in einen Onlineshop wurde festgestellt. Dieses Resultat bestätigt unsere Hypothese, dass kanalübergreifende Effekte zwischen dem physischen Filialnetzwerk und einem Onlineshop existieren. Der wahrgenommene Datenschutz hat im Vergleich den stärksten Einfluss auf das Vertrauen. Die Resultate legen nahe, Distributionskanäle weiter zu integrieren und die Kommunikation des Datenschutzes zu verbessern. * Design und Test eines Web-Analyse-Systems Der Forschungsbeitrag zu Konsumentenwahrnehmungen im Mehrkanalhandel motiviert die weitere Untersuchung der Erfolgsfaktoren im Internet. Wir präsentieren ein Kennzahlensystem mit 82 Kennzahlen zur Messung des Onlineerfolges von Webseiten. Neue Konversionsmetriken und Kundensegmentierungsansätze werden vorgestellt. Ein Schwerpunkt liegt auf der Entwicklung von Kennzahlen für Mehrkanalhändler. Das Kennzahlensystem wird auf Daten eines Mehrkanalhändlers und einer Informationswebseite geprüft. * Prototypische Entwicklung eines datenschutzwahrenden Web Analyse Services Die Analyse von Webdaten erfordert die Wahrung von Datenschutzrestriktionen. Der Einfluss von Datenschutzbestimmungen auf das Kennzahlensystem wird diskutiert. Wir präsentieren einen datenschutzwahrenden Web Analyse Service, der die Kennzahlen unseres Web-Analyse-Systems berechnet und zudem anzeigt, wenn eine Kennzahl im Konflikt mit Datenschutzbestimmungen steht. Eine syntaktische Erweiterung eines etablierten Datenschutzstandards wird vorgeschlagen. * Erweiterung der Analyse von Datenschutzbedürfnissen aus Kundensicht Eine wichtige Anwendung, die Resultate des beschriebenen Web Analyse Services nutzt, sind Personalisierungssysteme. Diese Systeme verbessern ihre Effizienz mit zunehmenden Informationen über die Nutzer. Daher sind die Datenschutzbedenken von Webnutzern besonders hoch bei Personalisierungssystemen. Konsumentendatenschutzbedenken werden in einer Meta-Studie von 30 Datenschutzumfragen kategorisiert und der Einfluss auf Personalisierungssysteme wird beschrieben. Forschungsansätze zur datensschutzwahrenden Personalisierung werden diskutiert. * Entwicklung eines Datenschutz-Kommunikationsdesigns Eine Firma muss nicht nur Datenschutzanforderungen bei Web-Analyse- und Datennutzungspraktiken berücksichtigen. Sie muss diese Datenschutzvorkehrungen auch effektiv gegenüber den Seitenbesuchern kommunizieren. Wir präsentieren ein neuartiges Nutzer-Interface-Design, bei dem Datenschutzpraktiken kontextualisiert erklärt werden, und der Kundennutzen der Datenübermittlung klar erläutert wird. Ein Nutzerexperiment wurde durchgeführt, das zwei Versionen eines personalisierten Web-Shops vergleicht. Teilnehmer, die mit unserem Interface-Design interagierten, waren signifikant häufiger bereit, persönliche Daten mitzuteilen, bewerteten die Datenschutzpraktiken und den Nutzen der Datenpreisgabe höher und kauften wesentlich häufiger. / The aim of this thesis is to explore the border between the competing interests of online consumers and companies. Privacy on the Internet is investigated from a consumer perspective and recommendations for better privacy management for companies are suggested. The proposed solutions allow the resolution of conflicting goals between companies’ data usage practices and consumers’ privacy concerns. The research is carried out with special emphasis on retailers operating multiple distribution channels. These retailers have become the dominant player in e-commerce. The thesis presents a set of business analyses for measuring online success of Web sites. New conversion metrics and customer segmentation approaches have been introduced. The analysis framework has been tested on Web data from a large multi-channel retailer and an information site. The analysis of Web data requires that privacy restrictions must be adhered to. Thus the impact of legislative and self-imposed privacy requirements on our analysis framework is also discussed. We propose a privacy-preserving Web analysis service that calculates our set of business analyses and indicates when an analysis is not compliant with privacy requirements. A syntactical extension of a privacy standard is proposed. Moreover, an overview of consumer privacy concerns and their particular impact on personalization systems is provided, that is summarized in a meta-study of 30 privacy surveys. A company must not only respect privacy requirements in its Web analysis and usage purposes but it must also effectively communicate these privacy practices to its site visitors. A privacy communication design is presented, which allows more efficient communication of a Web site’s privacy practices directed towards the users. Subjects who interacted with our new interface design were significantly more willing to share personal data with the Web site. They rated its privacy practices and the perceived benefit higher and made considerably more purchases.

Made available in DSpace on 2016-04-26T18:11:35Z (GMT). No. of bitstreams: 1 Leila Reinert.pdf: 34455582 bytes, checksum: c8994218a7d9588a3a387563c0100c3a (MD5) Previous issue date: 2012-03-30 / The cognizance of the last fifty years mental processes, via the sciences of the mind, has vastly expanded the understanding of the brain s mechanisms that produce, control and manage human subjectivity. People s sensibility, affections and feelings, hitherto kept in separate, distinct areas, now belong to the ordinary everyday world. This dissertation seeks to understand how the communication of the sensitive, of the subtle thoughts, circulates in contemporary times. Taking into account consciousness studies, a sense of self and the unconscious processes that relate to the conscious thought, there is an indication of the non-conscience problem the border that separates and overlap conscious and unconscious. To analyze this threshold phenomenon, it is necessary to review the perceptual processes highly regarded by philosophy, used by art and charted by the sciences of the mind. There is also an appropriation of the sensitive by the so-called Cognitive capitalism , that indicates the need to circulate in a clearer fashion between the unconscious sensations and the conscious perceptions, and of a greater subjective flexibility. This dissertation intends to point out the importance of awareness of the non conscious processes in the visual communication of subtle thoughts when working with memory, perception, the learning process and language in cerebral and the mind s cognitive processes. It is through Design that research explores the concrete examples of this delicate communication. The affection, the sensibility, the emotions contained within the production and reception of the information circulating nowadays and that, above all, condition behavior, are key to the understanding of life in the contemporary / O conhecimento dos processos mentais dos últimos cinqüenta anos, via as ciências da mente, ampliou muito o entendimento dos mecanismos cerebrais que produzem, controlam, gerenciam a subjetividade humana. A sensibilidade, os afetos, os sentimentos das pessoas, antes mantidos em áreas restritas, agora pertencem ao mundo ordinário do dia-a-dia. O presente trabalho busca compreender como a comunicação do sensível, dos pensamentos sutis, circula no contemporâneo. A partir de estudos sobre a consciência, um sentido de self, e dos processos inconscientes, que se relacionam com o pensamento consciente, apontase para o problema da não-consciência a fronteira que separa e sobrepõe consciente e inconsciente. Para pensar esse fenômeno de limiar, é preciso rever os processos perceptivos conceituados pela filosofia, trabalhados pela arte, e mapeados pelas ciências da mente. Há também uma apropriação do sensível pelo chamado capitalismo cognitivo , o que indica a necessidade de transitar de modo mais claro entre as sensações inconscientes e o percebido na consciência, e de uma maior flexibilidade subjetiva. Este trabalho pretende apontar a importância da consciência dos processos não-conscientes na comunicação visual de pensamentos sutis trabalhando com a memória, a percepção, o aprendizado e a linguagem nos processos cognitivos cerebrais e mentais. É através do Design que a pesquisa explora os exemplos concretos dessa delicada comunicação. O afeto, a sensibilidade, as emoções contidas na produção e recepção das informações que circulam na atualidade, e que, sobretudo, condicionam comportamentos, são fundamentais para a compreensão da vida no contemporâneo

Made available in DSpace on 2016-03-15T19:42:27Z (GMT). No. of bitstreams: 1 Carolina Schuskel Miranda.pdf: 3526987 bytes, checksum: f790a877935a8d85b8bca1817bad1d34 (MD5) Previous issue date: 2012-08-21 / This work discusses the relationship between the design of advertising communication and the principles of Ontopsychology and OntoArt, from the creative process of an advertising agency based in these criteria. The relevance of the work stems from the importance role that the advertising professionals exerts, mainly in the choose process of images used at the advertising, because the images bring values and significances that influences emotions, thoughts and human behaviours. Working based on the concepts of OntoArt and Ontopsychology, the advertising professional can perform a more responsible role in the market, exercising his role (direct or indirect) of social educator and promoting a culture based on humanistic values, such as living, ability, dignity, sociality, among others. In its first stage, the methodology of qualitative approach studied the experience of a communication design agency that works with the principles of OntoArt and Ontopsychology. The creative process was studied, in particular of a work, the graphic design project of the magazine Performance Líder. A field survey was developed to assess the perception of the target in relation to the expression of such principles in the communication design of the magazine. It was observed that participants identified the principles of Ontopsychology and OntoArt on design and on the contents of the magazine, highlighting that other professionals in the market can also use these criteria. / Este trabalho discute a relação entre o design de comunicação publicitária e os princípios da Ontopsicologia e da OntoArte, a partir do processo criativo de uma agência publicitária fundamentado nestes critérios. A relevância do trabalho decorre da importância que o profissional da publicidade exerce, principalmente na escolha das imagens utilizadas, visto que são portadoras de valores e significados que influenciam emoções, pensamentos e comportamentos dos indivíduos. Ao trabalhar em base aos conceitos da OntoArte e a da Ontopsicologia, o profissional de publicidade pode realizar uma atuação mais responsável no mercado, exercendo seu papel (direto ou indireto) de educador social e promovendo uma cultura baseada em valores humanistas, tais como viver, capacidade, dignidade, sociabilidade, entre outros. Em sua primeira etapa, a metodologia de abordagem qualitativa estudou a experiência de uma agência de design de comunicação que atua com os princípios da Ontopsicologia e da OntoArte. Estudou-se o processo criativo, em especial de um trabalho realizado, o projeto gráfico e de design da revista Performance Líder. Realizou-se uma pesquisa de campo para avaliar a percepção do público-alvo em relação à expressão de tais princípios no design de comunicação da revista. Observou-se que os participantes identificaram os princípios da Ontopsicologia e da OntoArte no design e no conteúdo da revista, evidenciando que estes critérios podem ser utilizados também por outros profissionais no mercado.

In the statement Mayor Parker is referring to a complexity of issues that involves a plethora of hard-scientific and statistical information. The diversity of opinions regarding the scheme’s benefits and potential negative implications also create misunderstanding for the general public. This prompts the hypothesis of this design thesis, which suggests that statistical data when visually mapped and in the context of its physical environment can provide significant cognitive and ecological awareness for the viewer to understand the economic and environmental implications of the proposed irrigation scheme. Both the areas of cartographic mapping and the dairy industry contain controlled vocabularies, which present opportunity for graphic modeling and explanation through visible phenomena. The Canterbury Plains has a well-established historical and agricultural narrative. However, due to the recent dramatic and substantial transition of the region’s dairy industry between the periods 1995 – 2008, subsequent demand for freshwater now represents the real prospect of uncharted future environmental instability. The development of a visual language system capable of the interpretation and construction of the irrigation scheme’s benefits and potential negative implications, provide this thesis through graphic modeling the possibility to compare the proposed CPW scheme’s issues. While some industry groups consider public participation as arbitrary and unnecessary, recent surveys indicate water quality and fertiliser management as the most significant areas for environmental concern. The debate should not exclude the public, but rather include communication systems capable of reaching all communities.

The objective of this research is to demonstrate that co-creative sketching as a part of the participatory process has the potential to support the developmental nature of a visual communication tool used to promote the exchange of experience. The tool is intended to create an informative hub that influences a travellers experience of a location. Ethnographic research as reflective sketching was conducted in the Tongariro National Park. Within this setting reflective sketching located the kitchen and common area of traveller specific accommodation as an ideal collaborative environment to conduct participatory design research. In this collaborative environment snowboarders and skiers who are aged between 20-30 years are identified as the target audience. This specific audience participated in co-creative sessions throughout the design process, resulting in the participatory design of the tool. The design aim of the visual communication tool was to promote the exchange of experience between snowboarders and skiers about a specific location. This was achieved by adapting generative tools made up of a visual language which supported the word of mouth exchange and individual expression. The exchange of experiences was facilitated by co-creative sketching with the visual language during a state of play. Playful co-creative sketching supported word of mouth dialogue between the snowboarders and skiers in a way that co-created an informative visual representation of the dialogue or contextmap. The resulting contextmap represented an image for experience which was beyond an individuals conception and made individuals tacit-knowledge accessible to audiences within and outside the moment of exchange, creating an informative hub which influenced the specific audiences view of experience for a location. An action research methodology is used during the course of this research, informed by the approaches of co-creation, context-mapping and generative tools. These approaches constructed a theoretical framework for the participatory development and co-creative sketching of the communication tool. This supportive thesis discusses the context, the theoretical concepts and provides an in depth account on the research through design process; the week-by-week participatory process undertaken to develop the visual communication tool.

The objective of this research is to demonstrate that co-creative sketching as a part of the participatory process has the potential to support the developmental nature of a visual communication tool used to promote the exchange of experience. The tool is intended to create an informative hub that influences a travellers experience of a location. Ethnographic research as reflective sketching was conducted in the Tongariro National Park. Within this setting reflective sketching located the kitchen and common area of traveller specific accommodation as an ideal collaborative environment to conduct participatory design research. In this collaborative environment snowboarders and skiers who are aged between 20-30 years are identified as the target audience. This specific audience participated in co-creative sessions throughout the design process, resulting in the participatory design of the tool. The design aim of the visual communication tool was to promote the exchange of experience between snowboarders and skiers about a specific location. This was achieved by adapting generative tools made up of a visual language which supported the word of mouth exchange and individual expression. The exchange of experiences was facilitated by co-creative sketching with the visual language during a state of play. Playful co-creative sketching supported word of mouth dialogue between the snowboarders and skiers in a way that co-created an informative visual representation of the dialogue or contextmap. The resulting contextmap represented an image for experience which was beyond an individuals conception and made individuals tacit-knowledge accessible to audiences within and outside the moment of exchange, creating an informative hub which influenced the specific audiences view of experience for a location. An action research methodology is used during the course of this research, informed by the approaches of co-creation, context-mapping and generative tools. These approaches constructed a theoretical framework for the participatory development and co-creative sketching of the communication tool. This supportive thesis discusses the context, the theoretical concepts and provides an in depth account on the research through design process; the week-by-week participatory process undertaken to develop the visual communication tool.

Accompanying workbook not available in digital format / Both empirical and anecdotal evidence indicates that visual communication1 design practices implemented by designers with full colour vision often disadvantage, and sometimes endanger, colour-blind people. The thesis The Machine postulates that colour-blind people – comprising approximately 8% of males and 0.5% of females (Lewis et al., 1990) – are marginalized by such practices. It argues that this group could benefit from a design strategy that enhances the communicative potential and visibility of colour. The proposed strategy involves embedding pattern into potentially confusing colours such as red and green. The embedded pattern would function for colour-blind people as an additional clue to the identity of these colours. The thesis contends that while colour alone can be confusing for colour-blind people, patterned colour could offer a solution with a wide range of possible applications. The research aims of The Machine include: developing a system of patterned colour; creating a wordless picture book that demonstrates the effectiveness of the system; constructing a narrative around the condition of red-green colourblindness; and employing visual rhetoric2 to increase awareness of and sensitivity to colour-blindness among those with full colour vision. The design of the thesis is supported by research in a number of interrelated areas. These include the history of pattern post-1850, particularly in Western culture; precedents for patterned colour; and visual rhetoric in story-telling. The research also incorporates an analysis of the defining characteristics of ten late twentieth-century and early twenty-first-century wordless picture books. The thesis is further supported by applied research into patterned colour and visual rhetoric. The Machine aims to benefit colour-blind people, a significant minority group whose visual needs are currently inadequately met. In addition, it proposes broadening the cultural role and significance of pattern. Moreover, by incorporating informative elements usually associated with pedagogic material, it aspires to extend the boundaries of the fantasy picture book genre. 1 Visual communication (n): communication that relies on vision (Wordnet, 2006). 2 Visual rhetoric: the use of visual techniques, such as the creation of visually ‘engaging’ characters, as a means of persuading a target audience

Accompanying workbook not available in digital format / Both empirical and anecdotal evidence indicates that visual communication1 design practices implemented by designers with full colour vision often disadvantage, and sometimes endanger, colour-blind people. The thesis The Machine postulates that colour-blind people – comprising approximately 8% of males and 0.5% of females (Lewis et al., 1990) – are marginalized by such practices. It argues that this group could benefit from a design strategy that enhances the communicative potential and visibility of colour. The proposed strategy involves embedding pattern into potentially confusing colours such as red and green. The embedded pattern would function for colour-blind people as an additional clue to the identity of these colours. The thesis contends that while colour alone can be confusing for colour-blind people, patterned colour could offer a solution with a wide range of possible applications. The research aims of The Machine include: developing a system of patterned colour; creating a wordless picture book that demonstrates the effectiveness of the system; constructing a narrative around the condition of red-green colourblindness; and employing visual rhetoric2 to increase awareness of and sensitivity to colour-blindness among those with full colour vision. The design of the thesis is supported by research in a number of interrelated areas. These include the history of pattern post-1850, particularly in Western culture; precedents for patterned colour; and visual rhetoric in story-telling. The research also incorporates an analysis of the defining characteristics of ten late twentieth-century and early twenty-first-century wordless picture books. The thesis is further supported by applied research into patterned colour and visual rhetoric. The Machine aims to benefit colour-blind people, a significant minority group whose visual needs are currently inadequately met. In addition, it proposes broadening the cultural role and significance of pattern. Moreover, by incorporating informative elements usually associated with pedagogic material, it aspires to extend the boundaries of the fantasy picture book genre. 1 Visual communication (n): communication that relies on vision (Wordnet, 2006). 2 Visual rhetoric: the use of visual techniques, such as the creation of visually ‘engaging’ characters, as a means of persuading a target audience