An Introduction to the Nature of Visual Rhetoric

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An Introduction to the Nature of Visual Rhetoric

• Presentation adapted from The Informed Argument
  Brief Sixth Edition, Robert Yagelski Robert
  Miller. Thomson/Wadsworth 2004.

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Journal (5 minutes)

• What text or caption would you place with this
  image? How does this picture appeal to each
  logos, pathos, and ethos?

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Visual Rhetoric

• Images are texts.
• Images have the power to affect us.
• We are constantly exposed to images and
  interpret them daily.

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Visual Rhetoric

• This picture was taken as Bush was trying to
  generate support for his proposed Department of
  Homeland Security in 2002.
• What does such a photograph communicate about
  President Bush?
• What ideas does Mt. Rushmore evoke?

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Visual Rhetoric

• Not all visual rhetoric is obvious.
• Visual effects can also be subtle and complex

What ideas does this company wish to associate
with their product?
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Visual Rhetoric

• What ideas are presented in this ad?
• What associations does the company want you to
  make with their product?

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Visual Rhetoric

• How this image different from the Kool ad? How
  is it the same? What is the relationship between
  the product and the image in each ad?

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Argument Persuasion

• Effects in visual media can be categorized in
  the same way as arguments in print media.
• Visual elements used in argumentation can
• appeal to our emotions,
• they can make logical appeals, and
• they can address character.

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Argument Versus Persuasion

• The difference between argument or persuasion
• Argument seeks to clarify thought in an effort to
  address an issue or solve a problem (ideally
  aspiring to truth).
• The persuasive appeal of an ad ultimately is to
  compel you to a specific action.

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Design Color

• The manner in which size, style, color, and
• placements of text and images are used in visual
• rhetoric contributes to the effect of the design.

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Color

• We associate certain colors or combinations of
  colors with cultural values. For example, red
  white blue evoke a sense of patriotism or
  home in most Americans.
• Likewise, we associate colors and color schemes
  with certain brands or organizations

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Design

• This poster for the French State (Etat)
  Railways was printed in France in 1932 when
  Western economies were in deep depression and
  facism was on the rise in Europe. Many people
  were looking for strength and stability in
  uncertain times. What does this design seem to
  be saying?

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Discussion Activity (15min)

• Meet with your Forum Group (1-5)
• Go to the class website
• dana.ucc.nau.edu/js465
• 3. Click on Todays Discussion
• 4. With your group discuss the images and
  questions. Be prepared to share your findings
  with the rest of the class

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Forum I

• This poster was distributed by the US government
  during WWII. Its messages of support for the war
  is obvious, but what specific arguments do these
  posters make?

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Forum II

• Landscape painting of the 19th C. Hudson Valley
• School are sometimes described as making a case
  for
• environmental conservation. How does this
  painting by
• F.E. Church make a case for a certain view of
  nature?

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Forum III

• What associations
• does Nike want you
• to make with their
• product?

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Forum IV

• According to Shaheens
• essay, how have our
• depictions of Arabs and
• Arab Americans changed
• since 9/11? What are the
• effects of these two
• images? What needs to
• be done to move beyond
• caricature?

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Forum V

• How are masculinity
• and femininity
• portrayed in this
• classic movie poster?
• Is there a difference in
• the way genders are
• portrayed in
• contemporary film?