Visual Analysis with Argument Assignment
Analysis: Visual analysis does not merely identify what message an image sends but also examines how the creators of that visual go about sending that message. You do this by distinguishing and assessing rhetorical strategies employed in ONE print visual from the 60s on the website http://www.vintageadbrowser.com/. Or you can choose to analyse a visual from any source or time period if it relates to the critical moment we are living through: Visual texts related to threats forcing communities to be on the alert and take precautionary measures, such as pandemics, natural disasters, terrorist and nuclear threats . . . etc. This exercise is useful because it requires you to look closely at a visual which you would not usually question and identify motives behind its varied elements.
Content/Subject: When you examine the visual, you will find out that every technique employed falls under one or more than one of the three rhetorical appeals of ethos, pathos, logos. So, by default, your essay will consist mainly of your analysis of those three rhetorical appeals. In terms of ethos, which deals primarily with credibility, you will want to examine the creator’s name, brand name, or character employed in the visual: Their reputation or authority will either improve or detract from the visual’s credibility and effectiveness. Logos is concerned with the logic of the argument: You will focus on issues such as how the visual is constructed (in terms of organization, composition, scale, perspective . . .etc.) and information/text included in the visual. The third appeal, pathos, deals with emotion: You should identify any attempts to evoke a particular emotion. The content of the visual, the use of color as well as scale and perspective for example, can be useful in addressing the visual’s appeal to emotions. Ultimately, your thesis in the essay is whether these strategies are effective in conveying the argument that the visual is advocating.
Beside your analysis of the effectiveness of the visual, you also need to include at least one long paragraph or two average paragraphs where you express your opinion (argument) about the topic of the visual: You will take a position with regard to the product or idea being promoted directly or indirectly in that visual.
Audience: Your audience will consist of your academic peers whom you may assume have only a casual familiarity with the visual itself and with the content it is advocating.
Constraints: This is an analytical, academic assignment, and your writing should reflect that. This means that your paper should be written in an elevated and sophisticated style that makes use of correct grammar.
- This is supposed to be in essay form with clear introduction, body paragraphs, and conclusion (minimum 1500 words and maximum 2000).
- Attach a copy of your visual to the essay as an appendix