language as a model for graphic design - litotes
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The opposite of hyperbole is litotes (lit´-oh-tees), which is an understatement
using a negative as a way to express an affirmative, such as saying "He is
not a bad photographer" to mean that he is a good photographer. Another example:
This can be very effective in visual communications, as evidenced in this Volkswagen ad. The car is described with a one-word headline, "Lemon," the most negative thing you can say about an automobile. It implies defective manufacturing. The text explains that this particular vehicle did not pass inspection due to a blemish on the glove compartment chrome strip, so it was not shipped until this minor defect was corrected. A negative understatement becomes the entry point to tout outstanding quality control, inspection, and attention to detail. |
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