how to analyze visual rhetoric. 1. focal point & emphasis: the spot where your eyes immediately...
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How to Analyze Visual Rhetoric
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1. Focal point & emphasis:
The spot where your eyes immediately go when viewing an image.
Rhetorically: the central point, the image you want the audience to notice and retain.
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2. Figure-Ground Contrast:
The difference between what’s in front (the figure) and what’s in back (the ground or background)
Often the figure is the focal point.
Rhetorically: the active part of the image, not the scene it’s enacted upon.
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3. Grouping: Proximity
Close objects are perceived as grouped together, and grouping implies a relationship.
Rhetorically: we psychologically like to categorize; we imbue things with relationship when they are near each other. (We do this with words or examples as well as with images.)
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4. Similarity:
We also group by similar traits: size, shape, texture.
Rhetorically: again, we want to find relationship.
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5. Continuation:
Elements that suggest a continued visual line will be grouped together.
Rhetorically: even when the relationship is incomplete, we complete it ourselves (like the other half of a metaphor, or the last notes of a song).
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6. Color
The brighter the color, the more powerful its effects.
Rhetorically: We’re just like animals, going for the bright colors. Using them creates greater presence.
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7. Line: Horizontal lines create calm and equilibrium, vertical lines suggest movement, diagonal lines can create stress, wavy lines imply softness or grace.
Rhetorically: lines are a shortcut to pathos for you the rhetor.
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8. Context:◦ “The more you know, the more you see.”
◦ Aldous Huxley◦ The information around the photo—how your personal, historical, technical, cultural background affects
your viewing, and how it affected the artist’s.◦ Rhetorically: more context means more power for the image. It explains the image to audience.
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9. Narration Does the image as a whole tell a story?
Rhetorically: a story is one of the most powerful ways an image can contribute to your message.
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Visual Analysis The Whole Composition:
◦ What do you feel as you view the image?◦ Where does your eye go & why?◦ How do the key elements contribute to how you see/feel?
(focal point, figure-ground contrast)◦ The rest of the internal categories—how do they make you
feel? (proximity, similarity, continuation, color, line)◦ Is there a story embedded in the image? (narration)◦ What more can you know about the image? (context)
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