Hanno Ehses makes some great points in this reading. First. more appropriate design solutions could be made by designers than are currently used. Second, "the object of rhetoric is eloquence, which is defined as effective speech that makes it possible to determine the attitude of people in order to influence their actions," (165). This requires that people not only have the possibility of choice, but can be influenced by pragmatic motivations. In other words, by linking the design's rhetoric to the needs and beliefs of its audience, we can persuade them to agree and accept the intended message. The chapter goes on to define some elements common to rhetorical works such as irony, hyperbole, and also how denotative and connotative elements are defined in visual rhetoric.