Your awareness of the importance of visual communication an

1
Visual Rhetoric Reading Writing
2
Visual Rhetoric Reading Writing
Definitions Visual Literacy Your awareness of
the importance of visual communication and your
ability to make meaning out of images and
graphics. Analysis To break things down into
their parts, to examine the parts carefully, to
look at relationships among the parts, and to use
this knowledge to better analyze the whole.
3
Visual Rhetoric Reading Writing
Definitions Rhetoric The art / study of writing
or speaking as a means of persuasion.
Rhetorical Effect When an images moves us
emotionally or intellectually. Visual
Rhetoric The ability of images to persuade and
influence the emotions, views, and behaviors of
viewers.
4
Visual Rhetoric Reading Writing
Images have designs on us They urge us to Buy
things Go places Alter our behavior Usually they
play on our desires, fears, wants, values, and
needs as consumers. Ads help construct
our Cultural values Self-image Sense of what is
normal or ideal Ideas about gender, race, and
class
5
Visual Rhetoric Reading Writing
Parity Products Products that are roughly equal
in quality to their competitors and cant be
promoted through any rational or scientific
proof of superiority. Example Deodorants,
cereals, soft drinks, toothpaste, jeans,
etc. Companies need to use clever strategies to
sell parity products. Companies need to break
the cycles of consumer loyalty. Companies need to
get consumers to identify some aspect of their
personality with the product.
6
Visual Rhetoric Reading Writing
Use of Celebrities and Models Companies use
celebrities and models to sell their products.
Be like your favorite star. For example Paris
Hilton perfume. Companies who market products by
using celebrities recognize our desire to be
famous, or to emulate a famous persons
style/lifestyle. Using ultra-attractive models
plays on the consumers insecurities. If I
purchase this product, I will be beautiful and
successful. If I use this type of face wash, I
will have a wonderful and fulfilling life.
7
Visual Rhetoric Reading Writing
8
Visual Rhetoric Reading Writing
9
Visual Rhetoric Reading Writing
10
Visual Rhetoric Reading Writing
http//www.sric-bi.com/VALS/
11
Visual Rhetoric Reading Writing
1.
2.
http//www.sric-bi.com/VALS/
12
Visual Rhetoric Reading Writing
3.
4.
http//www.sric-bi.com/VALS/
13
Visual Rhetoric Reading Writing
5.
6.
http//www.sric-bi.com/VALS/
14
Visual Rhetoric Reading Writing
7.
8.
http//www.sric-bi.com/VALS/
15
Visual Rhetoric Reading Writing
http//www.sric-bi.com/VALS/
16
Visual Rhetoric Reading Writing
17
Visual Rhetoric Reading Writing
18
(No Transcript)
19
Red Cross Advertisement
Text (right page) Immediately after Hurricane
Katrina hit, I joined others from my chapter and
headed for the Gulf Coast. We delivered food and
water, provided shelter and even counseling. At
its core the Red Cross is a network of local
chapters supported by their communities, prepared
to respond to local, national, and even
international needs. Sometimes that means helping
one victim of a house fire, other times that
means helping hundreds of thousands of disaster
victims. I HOPE you will volunteer your time and
donate money to your local Red Cross chapter-- so
we can be there for another chapter.
20
Red Cross Advertisement
Viewers Response Our eyes are first drawn to the
center of the ad because it is placed directly in
the center of the page, and because it includes
color (in contrast to the all gray background).
Next, we notice the American Red Cross logo,
which is easily recognizable. Next, we look at
the photo images on the page, and to the title of
the ad which reads This chapter took me to the
Gulf Coast Finally, if we are interested, we
will read through the text of the advertisement.
21
Red Cross Advertisement

• Questions
• What is the thesis of this advertisement? What is
  it trying to convey?
• Why do you feel the American Red Cross chose
  these particular images for the advertisement?
• How is the word chapter integrated throughout
  the advertisement?
• Does the advertisement urge readers towards
  action? How?

22
(No Transcript)
23
Mercury Milan Advertisement
Top Text INSPIRED BY HER STYLISH NEW MERCURY
MILAN, Tina did what anyone else in her shoes
would do-- buy new ones. Bottom Text
Introducing the all new 2006 Mercury Milan.
Milans eye-catching style and two-tone leather
seats gave Tina ample reason to add to her shoe
collection not that Tina ever needed any
reasons. The big question now is whether her
closet will hold as much as Milans trunk.
24
Mercury Milan Advertisement

• Questions
• What is the thesis of this advertisement? What is
  it trying to convey?
• Why do you feel Mercury chose these particular
  images for the advertisement? What does the
  models race tell you about the ad and who the ad
  targets?
• How does the text appeal to the types of people
  who read Glamour magazine?
• By looking at the images, what kind of lifestyle
  does the woman featured in the ad lead? How can
  you tell?

25
(No Transcript)
26
Toyota Sequoia Advertisement
Top Text What would you do without the Internet,
video games, and text messaging? Bottom Text
The 273-hp, 8-passenger Sequoia is built to take
your family to faraway places youve only seen
online. And with its exclusive Star Safety
System, the Sequoia works hard to give you peace
of mind, no matter how many bars youre getting
on your cell phone. Toyota.com
27
Toyota Sequoia Advertisement

• Questions
• What is the thesis of this advertisement? What is
  it trying to convey?
• What type of people read Time magazine? What kind
  of jobs do they have, how much money do they
  make, what do they value?
• Why do you feel Toyota chose these particular
  images for the advertisement? How does the image
  appeal to the desires of the Time reader?
• How does the text appeal to the types of people
  who read Time magazine?

28
(No Transcript)
29
Skin Cancer Foundation Advertisement
Bottom Text Melanoma kills more young women than
any other cancer. Protect yourself. Sunproof
America!
30
Skin Cancer Foundation Advertisement
Viewers Response Our eyes are first drawn to the
main image of the ad, which features the
attractive caucasian woman in a bikini, soaking
up the sun. She could represent any female
beachgoer on a sunny weekend afternoon. After
we notice her, our eyes immediately move upward
towards the six people standing over her (perhaps
because of the contrast in color). We then notice
that these people are funeral goers, mourning the
loss of the woman pictured in the ad. They hold
roses, and display somber expressions on their
faces-- almost as if they are peering into her
grave, and are ready to throw the flowers on top
of her casket as it is lowered into the ground.
31
Skin Cancer Foundation Advertisement

• Questions
• Many advertisements use shock tactics to change
  our behaviors. What makes this advertisement so
  shocking?
• What type of magazine would you expect to find
  this advertisement in?
• Women are more likely than men to utilize
  sunscreen. In groups, try to create a print
  advertisement that will persuade men to utilize
  sunscreen. Your idea doesnt need to incorporate
  shocking images. Brainstorm ideas for a sunscreen
  advertisement for men-- create a rough sketch
  design for your advertisement, and present it to
  the class.