Visual ArgumentBecoming “screen literate” is key to modern awareness

Why do I need to know? Think about the number of images you

see a day. Will the ubiquitous nature of image and

text displays decline over the next 100 years?

Why then should one be “screen literate” – capable of reading images and text as arguments?

Analyzing Visual Arguments Similar in many ways to analyzing the

rhetorical strategies of text alone, the process looks like this:

1. Observe closely 2. Make connections within and beyond

the image(s) 3. Draw inferences based on the

connections and observations

Cops and Robbers!!! Calling all

witnesses! You have all

witnessed a major crime – someone has stolen Miss McSorley’s favorite book! :o

THE HORROR!

Please help to apprehend the villain! You will each get a

chance to see a picture that was taken at the time of the crime, but look fast, because you only get 5 seconds!

Remember what you saw!When I say to, open your eyes, and write down as much as you can about the scene you saw.

Can you figure out who stole the book?

Images compete for attention The more we are able to “talk” with the

image however, the more “scree-literate” we are, the better we become at “reading” the arguments presented.

Consider for a moment the types of different visual arguments you may be bombarded with on a given day.

Social media Political cartoons Comic strips Photographs Advertisements Magazines Newspapers Online ads “Reality” Television Textbooks College brochures Cartoons And that’s not it!

Image VarietyHow many of these types or styles of images do you see a day?

Get out the magnifying glass! Five aspects of visual arguments:

1. Creator, artist, or distributor2. Medium of the piece3. Intended audience, reader, or viewer4. Content/Purpose5. Design

Artist, creator or distributor Observe:

In order to identify the creator of the piece in question

Connect: What other types of work the

artist/developer/company has done?

Draw inferences/conclusions: About the author’s tone towards/within the piece The author’s desired effect

Ethos Appeal?

Medium Observe:

The medium being utilized; images, words, sounds, video, animation, graphs, etc.

Connect: How each aspect of the visual work together to

communicate the message – this can be desired or unintended.

Draw inferences/conclusions: About the desired effect of the medium used.

Intended Audience Observe:

Who the intended audience of the piece is, with attention to detail.

Connect: Unstated assumptions with the positive or

negative feelings associated with the image(s).

Draw inferences/conclusions: About the overall impression of the image and

the effect on the audience.

Content/Purpose Observe:

The main purpose of the piece and how it conveys it. Images as they are displayed – realistic, distorted,

caricatures?

Connect: Cultural values that are evoked by the image(s) – and

how those values may be reinforced or questioned.

Draw inferences/conclusions: About the creator’s claim regarding cultural values.

Caption: “Stop treating your dog like a trashcan.” Purina Dog Food

Design Observe:

The line of sight – where does your eye go first? The foreground vs. background images/text Light and color utilized Patterns or repeated ideas vs. omitted or distracting

images

Connect: The details observed to the overall design of the piece in

order to see how to “read” the image.

Draw inferences/conclusions: About the intended effect of the design; emotional and

logical responses.

Other aspects to considerAlong with the five main elements to focus on in a visual or multi-media argument, there are a variety of other factors that contribute to its meaning.

Language used should not be left alone! Syntax Diction Tone Point of view Implications Figurative

language Connotation vs.

denotation

Word PlayA major aspect of advertisements, comics, and even political campaigns.

Political commentary through imagesFrom observation to conclusions: what do you see?

“War isn’t fought in the headlines” – Christopher Vorlet

LogosDesign, colors, appeals, and memory!

Coffee America?

OR

Who are these stores looking to attract?

This is based on a fictional story about “beach shack in So-Cali” in order to attract

young buyers!Hollister wasn’t opened to

buyers until 2000.

This is a “parent store” that opened the slightly cheaper Hollister brand for younger teens (14-18yrs)