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Visual Argument

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Melissa Semmler

on 3 October 2017

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Transcript of Visual Argument

Visual Argument
Colorful print graphics are in everything including, newspapers, textbooks, billboards, and magazines.
Visual Rhetoric is the use of images, sometimes coupled with sound or appeals to the other senses to make an argument or persuade us to act as the image maker would have us act.
We see argument every day from dramatic footage from around the world to commercials that are like works of art.
Photographs and Other Graphics
What appeals do you see?
"Dream On"
What are these print ads really saying?
We Are All Workers
Pathos- Emotional appeals that promise to reward our desires for love, status, peace of mind, and safety.

Ethos- Ethical appeals; Ads will these to associate their claim with values the audience approves of and wants to identify with like preservation of nature.

Logos- uses logic, like comparisons or statistics to identify with the audience.
Remember that many ads will skip trying to reason with an audience and use emotional appeals instead.
Remember that many photographs do not simply record an event because the photographer is not objective. The photographer decides what to include and exclude from the picture.

Graphics are visual supplements to a longer text, and they fall into the following categories: tables and charts, graphs, photographs, and drawings.

Additionally, like we saw with the Adobe ad, Photoshop can drastically change a photo.

See cool ads created in Photoshop:

Find an ad in your book, online, or in a magazine. If you can, cut and paste your ad into the discussion so the class can see it. If you can't cut-and-paste it, give a brief description of the ad. Then answer:

1) Outline what your ad's argument is.
2) What is the goal of the ad?
3) Is the ad misleading in any way?
4) Who is the audience for your ad?
5) How would you change the ad if you were going to advertise the product?

Remember to comment on one other person's ad!

Assignment (Discussion)
Consider: How does this commercial visually promote its product?
What is this ad showing us?
What do the gears demonstrate?
Why would Levi's want to resonate with workers?
Full transcript