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Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
This document provides guidance on analyzing visual rhetoric through a 4-step process: 1) Observe the image and rhetorical situation, 2) Analyze and infer the message and parts, 3) Identify the rhetorical appeals of ethos, pathos, and logos, and 4) Combine steps 1-3 to evaluate the image's effectiveness. The goal is to formulate a thesis statement about the visual text's success or failure in persuading its audience. Examples are provided to demonstrate each step of analyzing images, from observing details to assessing the rhetorical appeals used.
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Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
- 1. Through the LookingGlass Reading Image Rhetorically
- 2. Language: What canbe read... Linguistic Imagistic
- 3. How does thatmake you feeeeeel ?
- 5. Reflect upon Reflection(Projection?) I think,therefore I am. Image-based text operates largely on a figurative (metaphorical) level. To get inside a message, you have to get inside the mind of its maker... see what he sees...
- 6. Workshop Goal Formulatea strong, insightful thesis statement Main Claim & Exigence Think critically about a visual text Breakdown the part to whole relationship Assess it success/failure Select supporting evidence to back up a working thesis Examples in context
- 7. The Process 1) Observe Whatis the image? What is the rhetorical situation? 2) Analyze & Infer What are the main parts? What is the message & goal? 3) ID the Rhetorical Appeals Ethos, Pathos, Logos 4) Combine 1-3 & Evaluate Is the image rhetorically effective?
- 8. The Writing Center StudentSuccess Center Step 1: Observation Get a general sense of the situation and the image
- 9. First things first:Seeing Before you can formulate a working thesis, you have to familiarize yourself with the text first.
- 10. Visual Media T.V.commercials Movies Product placement Music videos Photography Art work Web pages Charts & graphs Headlines & logos
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- 15. The Writing Center StudentSuccess Center Step 2: Analyze & Infer Break the image down and formulate an interpretation
- 16. Break It Down What is the subject? What is the background? What are the main parts of the image? What does each part represent & how do you know that? What is the main argument?
- 17. Break It Down What is the subject? What is the background? What are the main parts of the image? What does each part represent & how do you know that? What is the main argument?
- 18. Break It Down Subject? Background? Parts? What does each part represent? How do you know that? What is the argument?
- 19. The Writing Center StudentSuccess Center Step 3: Rhetorical Appeals Modes of Persuasion Ethos Pathos Logos
- 20. Rhetorical Situation &Appeals Author Audience Argument Context: exigence Ethos Pathos Logos
- 21. The Writing Center StudentSuccess Center Ethos is the appeal to the readers’ trust in the author’s reliability. Ethos is most often reflected in the author’s choice of supporting sources, but it is also implicit in the author’s tone and the quality of his or her reasoning.
- 22. The Writing Center StudentSuccess Center Pathos appeals to the emotions and the sympathetic imagination of the audience, as well as to its beliefs and values. Pathos usually takes the form of an appeal to sympathy but can also take the form of humor or aesthetic content.
- 23. The Writing Center StudentSuccess Center Logos is an appeal to reason. It is the element of the argument that is driven by logic and evidence. It is the most effective element in the text, but often the least effective in purely visual rhetoric.
- 24. Identify the Rhetorical Appeals Ethos Credibility Pathos Emotion Logos Reason
- 25. Identify the Rhetorical Appeals Ethos Credibility Pathos Emotion Values Logos Reason
- 26. Identify the Rhetorical Appeals Ethos Credibility Pathos Emotion Values Logos Reason
- 27. Identify the Rhetorical Appeals Ethos Credibility Pathos Emotion Values Logos Reason
- 29. Identify the RhetoricalAppeals Ethos Credibility Pathos Emotion Values Logos Reason
- 30. The Writing Center StudentSuccess Center Step 4: Combine & Evaluate Considering steps 1 – 3, how effect is the image?
- 31. Evaluate the Rhetoric How effective is this image? Does it get its point across? Are you convinced? How does it get your attention? Explain both how & why.
- 32. Evaluate How effectiveis the image at getting its point across? What is the goal here, and does the image fulfill its intended purpose? Does it get your attention? How?
- 33. Evaluate How effectiveis the image at getting its point across? What is the goal here, and does the image fulfill its intended purpose? Does it get your attention? How?
- 34. The Writing Center StudentSuccess Center Putting it All Together Composing a thesis statement for visual analysis
- 35. Exegesis: Making aClaim THESIS: By using popular business brands as tattoos on the baby’s body, this image relies heavily on pathos and ethos to suggest that corporate Capitalism is a tyrannical and seductive force that leaves U.S. citizens vulnerable and impressionable from birth.
- 36. Exegesis: Making aClaim. Step 1: Observe Step 2: Analyze & Infer Step 3: Find the rhetorical appeals Step 4: Evaluate The longer you live on the street, the harder it is to get off it » ad campaign for Samusocial by Publicis.
- 37. FOR MORE INFORMATION Ifyou need additional help, you can always visit the Writing Center, located on the first floor of McDermott Library. Consultants can help you with all stages of the writing process: prewriting, drafting, revising, and editing. Our Hours of Operation McDermott Library, MC 1.206 Monday - Thursday 10am - 8pm Friday & Saturday 10am - 4pm Sunday Drop-In Sessions McDermott Library, MC 2.524 2pm - 5pm Make an appointment Call: 972.883.6736 Stop-by: MC 1.206 writingcenter@utdallas.edu
- 38. The University ofTexas at Dallas This presentation was created for the Writing Center at the University of Texas at Dallas. It is licensed under the Creative Commons Attribution- NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0. CREDITS Presenter: Your Name Content Author: Amanda Preston & Minnie Tao Revisions: Your Name Graphics: Amanda Preston & Minnie Tao Design: Amanda Preston & Minnie Tao Writing Center Coordinator: Thomasina Hickmann