Post 6

Davie's Terminology is very similar to the previous reading we just finished, with the addition of rhetor.

He made some interesting new points, beginning with exigence. He explained it in the same basic sense, as a call to change or urgency, but noted that it could also be portrayed in a positive light and doesn't always constitute a negative. In the case of this photo, representing the 99% and mass consumerism, the urgency is drawn to the need to become consciously aware. It implies that our heads are in our possessions, not our values. The 99% is a call for change against consumerist brainwashing. I also like how he states that exigence is a call for discourse, it is a matter of corrective means. That most materials are produced, then taught, as a corrective measure because something needs addressed. Whoever designed this believes that a mindset needs corrected amongst the American people.

The audience is really diverse, though I don't believe that children would understand it. He did say that "art" can in fact turn people off to an idea. The design is very young, modern graphic design. This could cause it to reach an age demographic of 18-35 most immediately, then maybe "put off" those of other age demographics. It also appeals to a more left-sided outlook on politics. Generally speaking, the right is more concerned with consumerism.

The constraints are tied into the audience: Conflicting views against the 99%, outlook on consumerism, political association. There really is no such thing as a value free statement.

The rhetor would be the producer of the design, who in this case, is someone associated with the 99%. This person has filled the image with implied meaning. 

What do they want their audience to do? Become consciously aware of their purchasing decisions, to stop buying into consumerism, to change their ways.