Writing a Visual Writing a Visual AnalysisAnalysis

Scanlon 1105Scanlon 1105

Fall 2009Fall 2009

Fighting StereotypesFighting Stereotypes

►Where did you find it? (print, web)Where did you find it? (print, web)►How difficult was it to find?How difficult was it to find?►What stereotype is it fighting against?What stereotype is it fighting against?►Where is this stereotype usually found? Where is this stereotype usually found?

(magazine ads, television and film, etc.)(magazine ads, television and film, etc.)► Is it using that same medium in its Is it using that same medium in its

fight? (For example, if it’s fighting the fight? (For example, if it’s fighting the music video, is it using magazine music video, is it using magazine articles, websites, etc.?)articles, websites, etc.?)

Writing a Description of the Writing a Description of the Image:Image:

►Pretend like your audience has not seen it:Pretend like your audience has not seen it: Identify what is happening in the ad.Identify what is happening in the ad. What might a viewer notice first? How do the What might a viewer notice first? How do the

eyes “travel” across the image?eyes “travel” across the image?

►Get detailed: Get detailed: What is included in this image? What is What is included in this image? What is

excluded?excluded? Where do elements fall on the space? Is there Where do elements fall on the space? Is there

an implied relationship between elements?an implied relationship between elements?

Let’s get Rhetorical:Let’s get Rhetorical:

► In what ways does your ad attempt to In what ways does your ad attempt to gain the attention of its audience?gain the attention of its audience?

►Which appeal is it making use of, and Which appeal is it making use of, and how?how? Ethos – credibility by name or brand Ethos – credibility by name or brand Logos – reason/logic Logos – reason/logic Pathos – emotionsPathos – emotions

►What is the audience for this ad? How What is the audience for this ad? How do you know?do you know?

Let’s Get RhetoricalLet’s Get Rhetorical

►What kinds of knowledge or experience What kinds of knowledge or experience does the ad assume its audience does the ad assume its audience possesses?possesses?

►What associations might the audience What associations might the audience make with the images in your ad? How make with the images in your ad? How and why are these associations important? and why are these associations important? How do they connect with the product? How do they connect with the product? How might these associations motivate How might these associations motivate viewers to purchase the product?viewers to purchase the product?

Let’s Get RhetoricalLet’s Get Rhetorical

►What kind of lifestyle do you think What kind of lifestyle do you think your advertising tries to promote?your advertising tries to promote?

►What kind of values?What kind of values?►What the implied values? The explicit What the implied values? The explicit

messages?messages?

Let’s Get RhetoricalLet’s Get Rhetorical

►What can you deduce about American What can you deduce about American culture in general by looking at this culture in general by looking at this ad?ad?

►What is the overall effect of the ad? What is the overall effect of the ad? Does it disorient? Surprise? Confuse? Does it disorient? Surprise? Confuse? Arouse? Startle? Mesmerize? Eroticize? Arouse? Startle? Mesmerize? Eroticize? Valorize? Aggrandize? Glorify?Valorize? Aggrandize? Glorify?

Constructing a ThesisConstructing a Thesis

► Let’s come up with five possible thesis Let’s come up with five possible thesis statements about the VW ad:statements about the VW ad:

1.1. European consumers value material European consumers value material things.things.

2.2. ----

3.3. ----

4.4. ----

5.5. ----

Now try analyzing this image:Now try analyzing this image:

Analysis vs. ReflectionAnalysis vs. Reflection

► Analysis:Analysis:►FormalFormal►For your audienceFor your audience►Remove your own Remove your own

voicevoice►CriticalCritical►Showing your rhetorical Showing your rhetorical

workwork►Rhetorical (making Rhetorical (making

sense of the “who, sense of the “who, what, when, where, what, when, where, why, and how” of an why, and how” of an argument for your argument for your readers)readers)

► Reflection:Reflection:► InformalInformal►For youFor you►PersonalPersonal►StorytellingStorytelling►Explaining yourself Explaining yourself

directly to the readerdirectly to the reader►Reflective (making Reflective (making

sense of an event for sense of an event for your own personal your own personal reasons)reasons)

Journal #5: A Visual EssayJournal #5: A Visual Essay

► 7 images to tell the story of your life + short 7 images to tell the story of your life + short reflection (Reflection is for you/I will not reflection (Reflection is for you/I will not collect it)collect it)

► Place one on each slide of a Place one on each slide of a PowerPoint PowerPoint (backgrounds and music may be added)(backgrounds and music may be added)

► You are encouraged to You are encouraged to use any imagesuse any images you you feel tell your story (photographs, altered or feel tell your story (photographs, altered or “rewritten” photographs, images from “rewritten” photographs, images from media outlets, or pictures of cultural media outlets, or pictures of cultural artifacts like a computer or phone, etc.)artifacts like a computer or phone, etc.)

► Email me your PowerPoint by Email me your PowerPoint by 9:00 p.m. on 9:00 p.m. on Sunday, September 27.Sunday, September 27. mscanlon@vt.edumscanlon@vt.edu

Journal #5: A Visual EssayJournal #5: A Visual Essay

►Some ideas for the reflection:Some ideas for the reflection: Why did you choose these images? Why Why did you choose these images? Why

are they important to you?are they important to you? What memories or thoughts does the photo What memories or thoughts does the photo

trigger?trigger? How might others read these photos?How might others read these photos? What details from these photographs are What details from these photographs are

especially important to your visual essay? especially important to your visual essay? Is there a common thread running through Is there a common thread running through all of these images? (The idea of love, for all of these images? (The idea of love, for example)example)