ABSTRACT
We have examined how goals in rhetorical design affect specific actions within the design space. Besides goals, an architecture of rhetorical design must involve a theory, at least a vocabulary, for describing the basic building blocks that make up the design. A single word for these building blocks, aggregated to reveal the design for what it is, is what we call the structure in the design. Our naming conventions for this structure are variable, depending on the source from which we perceive the structure to derive. When we pinpoint the mind as the source of the design, we identify the structure with the designer's knowledge. When we follow the inclusion of the designer's knowledge into the design itself, we are more likely to identify the structure as the design content. Other names for the design structure home in on the precise source of a structure that has arisen from specific linguistic temporalities and moods. When, for example, the design arises from situations in the designer's past or near present, we identity the design structure with the designer's memory. When it arises from situations that are irreal, that is, from situations that are fictive, hypothetical, or projected, we identify it with the designer's imagination.
