As of 2013, most people have encountered or used PowerPoint in a business or academic setting. Anyone who has sat through a PowerPoint presentation can most likely recall an instance when it was ineffective, i.e. too little or too much information; watered-down content; reliance on poor visual aids. In contrast, one can usually recall a PowerPoint that was very useful for its brevity and direct take-away information. Edward R. Tufte’s “The Cognitive Style of PowerPoint” sharply dissects the rhetorical format for its shortcomings.
Throughout 31 pages he is hypercritical of PowerPoint and its usefulness. Using the example of NASA  (10-11), he counts the writer’s use of the words “significant” and “significantly”, a total usage of five times. This was clearly a mistake on the writer’s part, no doubt. Using this and other facts, Tufte comes to the conclusion that NASA would be better off using other methods of disseminating information as “serious problems require a serious tool: written reports” (14).
While PowerPoint appears to be ill-suited for scientific information, I believe it does have a place in many business settings. Many people I know in various aspects of the business world use it effectively in their roles. They also have no choice but to use PowerPoint in many circumstances;  their livelihood depends upon it. When used effectively, PowerPoint can be a constructive tool to communicate a cohesive visual message. The presenter needs to use it to its potential—avoiding unnecessary tricks—while engaging the audience.
Clearly an intelligent man, Tufte’s argument can be overwhelming at times. I actually found it necessary to step away from this reading in order to regain momentum, it almost felt like arguing with a drunk about politics and/or religion. However scathing his message may be, his passion for visual rhetoric is quite compelling. I’m actually interested in reading his other works for their content and approach to analysis. This could parallel a love-hate relationship model for me! The link below is a helpful reminder of how a presenter can better use PowerPoint more effectively.

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In class, we discussed Scott McCloud's "Understanding Comics," which is really the seminal work in well, understanding comics.

Trap. The combination of the genres of trance and rap usually through sound mixing and editing, has become a staple of parties and festival shows. They share similar use of synth, heavy base and spoken words to create music.

Arguably one of the most recognizable symbols in the Western cultural lexicon, or even that of Eastern cultures, is the silhouette of Mickey Mouse.

The above comic by Robert Berry appears in his Ulysses “Seen” adaptation of the James Joyce novel Ulysses.

We watched "The Machine is Us/ing Us" and had an interesting class discussion on whether it was a scholarly work or not. It was not, perhaps, “scholarly”; but it was an argument, and it made me think about the sociology of internet communication.

During our in-class discussion of Scott McCloud's "Understanding Comics: The Invisible Art," the composer brought up gutters, the space in between frames of a comic (or newspaper, cartoon or other media).

When we talked in class about usability and the internet, it sounded like the conclusion as to what makes a usable website is simplicity. Creating a website to serve a very obvious purpose is the key to usability.

In Vitaly Friedman's article "10 Usability Nightmares You Should Be Aware Of," the first item listed is  problematic hidden login links on websites.

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Of the recent readings for this course, I feel most compelled to comment on the writings of Jakob Nielsen. I had heard of him before, touted as the leading expert of usability.

Professor John Logie teaches us that comics have a place in academia. He teaches it in Visual Rhetoric. Why not? Comics are visual and they are graphic and they are certainly full of rhetoric. Comics teach us to engage ourselves with the comic we are viewing, on our own time, in our own space.

As of 2013, most people have encountered or used PowerPoint in a business or academic setting. Anyone who has sat through a PowerPoint presentation can most likely recall an instance when it was ineffective, i.e. too little or too much information; watered-down content; reliance on poor visual aids.

Many product images and icons with the color combinations red, white and black have been constructed throughout modern history: The Target bulls-eye, Coca-Cola and Wisconsin’s Bucky Badger are just a few examples.

Every day we are faced with multiple typefaces: the good, the bad and the ugly. Some help us to read faster and more clearly, some to invoke a specific feeling or emotion, all the while persuading us to do something (or buy something).

The very same day after we discussed Edward Tufte's "The Cognitive Style of PowerPoint", I was subjected to a PowerPoint presentation in which the student committed many of the mistakes this comedian points out in the video "How NOT to use powerpoint".

Web site usability

While discussing web design and website usability, the websites that were deemed “most usable,” all had one common trait, and that was simplicity. Simple web designs allow the visitor of the website to be in total control over the page.

... and how clashing implications continue to shape our reactions to these colors.

Depending on the region and cultural upbringing, one may have different connotations associated with the colors black, white, and red.

In our recent discussions of usability of websites, I can’t help but want to critique the website of Pine Lake Pastures, where I take horse riding lessons.

For the previous two assignments, I have analyzed typography, which has proved very interesting to me. However, this is the last blog, so I thought I would try a different media.

This is an advertisement from a non-profit organization in reference to second hand smoke.

I think that one of the flaws in data display is the lack of devotion to showing the visual verbal interdependence of the Cognate Strategies. (Kostelnick 326) There is so much data is in this world to display.

When talking about the ethics and rhetoric of data displays in class, I brought up the example of geographic information system (GIS) and their technique of interpolation.

"The Cognitive Style of Powerpoint" makes the assertion that:

The core ideas of teaching- explanation, reasoning, finding

things out, questioning, content, evidence, credible authority not patronizing

authoritarianism-are contrary to the cognitive style of PowerPoint.

When I first pulled out Tufte's packet on Power Point, it looked like one of the most boring texts on the planet. 30 pages on the style of Power Point? But as I read, I started to see his point and even found myself laughing at certain parts (talking about the “stupefied audience”).

Maybe it's just me, but as I read Tufte's "The Cognitive Style of PowerPoint," I couldn't help but feel that it was directed at me, especially between the ages of eleven and fifteen.

VISUAL ARGUMENTS BLOG  (Understanding Visual Rhetoric in Digital Writing Environments.)

Mary E.

Updating your company's logo: prepare to hit or miss

In Richard and Davis's article " "Decorative Color as a Rhetorical Enhancement on the World Wide Web", the authors say "Omnipresent on the World Wide Web, decorative logos appeal both to ethos and pathos because they attempt to generate a positiv

Posters featuring the slogan Keep Calm and Carry On, once distributed throughout London during World War II, have seen resurgence in popularity. The iconic design is recognized by its recognized by the capital lettering set against a bold red backdrop with a crown atop the text.

April 8th, 2013

To Display, or Not Display, Data that is the Question?

When choosing to represent data in graphical form there are many options one has at hand. There are pie charts, Gantt charts, bar charts, line graphs, linear regressions, normal distributions, and countless others; the list really is endless.

In "Understanding Visual Rhetoric in Digital Writing Environments," Hocks discusses the importance of transparency when creating digital and visual documents.

Since media technology has advanced past the typewriter, the capabilities of visual, and eventually digital, rhetoric using images have grown exponentially. By appealing to different human attitudes and emotions, digital images have the ability of persuasion and gaining compliance alike.

After reading the article “The rhetoric of black, white and red: Responsibility and aesthetics to persuade with color” by Jose Luis Caivano and Mabel A. Lopez the section on ritual and religious persuasion and intimidation stood out the most.

Despite my better judgment I watched the Academy of Country Music (ACM) Awards show on CBS last night. The band Little Big Town performed their “Your Side of the Bed” song with interesting theatrics.

The song is a slow-moving traditional ballad with predictable lyrics.

Often referred to as graffiti, tagging, or more negatively as vandalism, street-art has been around for 40ish years as it was birthed in the 70 but only gained a real popularity in the mid-80’s.

The colors black, white, and red have been associated with human feelings since the beginning of time.

I couldn't help but wonder, when the class was viewing those videos on Wednesday and debating what counts as being scholarly, if we aren't a bit biased.

Edward Tufte’s The Cognitive Style of PowerPoint lobbies some legitimate criticisms. The medium of visual presentations has always been one that I have found difficult to approach, execute, or understand.

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