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Rhetoric Under The Microscope

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Robert Furey

on 5 September 2013

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Transcript of Rhetoric Under The Microscope

Rhetoric Under The Microscope
- From an architects perspective

Studio Mumbai
ELcroquis magazine
The Rhetoric of Urban Life
The Role of Architects:
Green Skyscrapers in the 21st Century
Fannie Watkinson
Studio Mumbai
Essay; The Rhetoric of Urban Life, Green Skyscrapers
Students Work, Adrian Kenton, Barangaroo Crematorium
Norman Foster, My Green Agenda

.......and Paul Keating, Redfern Speech

Four architecture related platforms for consideration.....
and one political speech thrown in for good measure...

Aristotle's classical five canons of Rhetoric
invention + discovery
arrangement + adaptation
Aristotelian principles or 'proofs' of;
ethos - good character of the speaker, the presenter the architect
pathos - emotional state of the listener, the audience
Logos - the argument with which we persuade
Academician in the USA & Europe since 1958
Received several International & national awards & honors.
Office, Environmental Design was established in 1955. Worked for Le Corbusier for 8 years
Dr Balkrishna V. Doshi
Fellow of The Royal Institute of British Architects and a Fellow of the Indian Institute if Architects.
Educator & institution builder.
Peter Wilson
2013 Australian Institute of Architects Gold Medal.
2009 Victorian Presidents Prize.

In Partnership; Bolles + Wilson since 1980 and together awarded the Gold Medal by the XI International Triennale of architecture in Cracow .
Attended the University of Melbourne.
A Spanish group based in Madrid specialising in Architecture publishing and digital sales.
Selected works are international with beautifully illustrated images and articles written by guest writers.
The guest writers for Studio Mumbai are Australian architect Peter Wilson, based in London and Dr Doshi from India.
Dr Doshi wrote "Excerpts From An Ongoing Dialogue" A Conversation Between Dr Doshi and Studio Mumbai principal Bijoy Jain

bijoy jain, biography
works & projects, exhibitions & awards
The publications layout is very design orientated, and so it should be given its audience of architects.
The layout is conservative while delivering a crisp & clean spread.
Significant thought goes into the graphic design and image placement while beautifully evocative images are awarded double page status.
Written in Spanish and English the layout is shared equally with Spanish on the left page and English to the right. All images have Spanish and English captions.
Interestingly there are approximately six pages devoted to high end advertising targeted at architectural specifiers.
spanish & english
spanish & english
evocative studio image
good graphic layout
images across page
wide image + sections
large plan below elevation
evocative images/placement
The ongoing dialogue is very much a conversation between Dr Doshi and Bijoy Jain and covers, for example,community building, narrative, prototypes, 'incompleteness in completeness' an Oxymoron here and practice.
Memory is evident with shared cultural memories.

Inventio - discovery & invention. Kairos (seizing the moment) is easily attained by the captive audience while Stasis, asking the right questions comes easily in a two way dialogue. Doshi's Ethos, good character is assured by his credentials and achievements.

Delivery is excellent, very well thought out graphic design and image selection come together appropriately for the architect reader. Fonts and page layout are crisp and simple while the balance between images and text is well considered.

Peter wrote the second article in this publication titled, Ways of Doing and Making. A philosophical approach running parallel with strong phenomenological engagement A beautifully written piece.
Ways of Doing and Making explores the very essence of Studio Mumbai, a hands on sensory experience where studio life is spent on the floor with craftsmen perfecting the join in a piece of timber as opposed to being front and center of a computer.

Clearly Peter comes with good Ethos, his credentials are assured while Pathos is considered by appealing to the architect reader with cleverly used style tropes and topic arrangement.

The Confirmatio, the case, and Peroratio, conclusion, are supported with a strong logos, claim, all wrapped up in perfect delivery, page design, layout and graphical visual design courtesy of the ELcroquis team.

Paul Keating Redfern Speech
Delivered in Redfern Park 10 December 1992
Year for the World's Indigenous People
Norman Foster
TED Talks
TED Partner Series
My Green Agenda for Architecture
Winner: Adrian Kenton
University of South Australia
Project: Barangaroo Crematorium
Plan; Photographed on a black background. Expertly crafted in material other than balsa, possibly bass wood. Significant space modeled in contrasting white material
Predominantly B&W drawings sitting on a black base of hand sketch. Section drawing injected into plan drawing. Some very light colouring. Artistic representation
Evocative lightly coloured long section with realistic ominous and sky atop a white plan again with very light colouring. A strong band of black separates the two.
Very evocative realism, CAD drawing with light and shadow effect together with human figures.
CAD rendered internal image with light colouring to create a moody space enhanced with realistic sun shadowing
Internal CAD drawing with excellent rendering, subtle colours & very natural light effects. Translucent human figures.
Section drawing immersed underground and within adjoining landscape/buildings. Black base/earth and realistic sky with clouds. Very subtle & evocative colouring.
Predominantly black drawing with very subtle grey & white line-work offset by a splash of subtle yellow.
A sombre yet strikingly presented work setting the tone for the crematorium program.
The images would be viewed collectively and tell a compelling story of peaceful serenity with just a hint of evocative morbidness.
Arrangement & Style
The style is sombre and influenced strongly by the dark and subtle colours often muted to only just offset black & white.
No writing at all, the images are truly evocative and tell the whole story
Having said that
I would not have guessed the program to be a crematorium
This Stanford University Booth Prize essay relies heavily on Tropes to convey a message. The paper appears to be in two parts, all be it has four headings.
The first half of the paper, the Inventio, is where the most Tropes appear. The second half becomes more serious with a lot of statistics.
The Dispositio, arrangement, is good regardless, however the tone is set early on and then changes quite dramatically and interest was easily lost.

It could be argued that the Logos, argument, comes into play in the second half of the paper, and should that have been then writers intent then success is warranted. I felt it a little disjointed.
Trope examples:
The paper's first heading is "Parceled in a Package" and discusses why we choose one packet of potato crisps over another; is it the packaging?

The packaging is then likened to a container, a part of the whole but containing the contents, and is relative to an object, person or animal.
A Synecdoche - then skyscrapers are said to be no different, A Simile.
This packaging is related to skyscrapers and then the potato chips, the Metaphor.
An architect is then referred to as the "King of green skyscrapers" - Hyperbole.

A real Catachresis is used here "ecomimesis in buildingd, a way to copy and paste nature into our high-rise designs".
and again.....
"skyscrapers as models for sustainability, they become eye-catching prototypes for how buildings, cities and lifestyles can change to save this world.

Tropes continued:
Personification; "Skyscrapers are in a unique position of power to change the mindset..."
Metonymy; "the power of skyscrapers stems from what they symbolise".

And so the Similes Metaphores and Personification goes on with the later being the stand out.
This is an approximate seven page paper and the Tropes are really only evident in the first four pages.
The writer's style changes dramatically in the second half, when Logos, the persuasive argument becomes increasingly important.

Gone are the Tropes replaced with facts and statistics, it's as if the jovial Rhetoric used in Inventio has been replaced with an attempt at convincing with Ethos.
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