visual rhetoric and analysis (workshop for utd writing center)
TRANSCRIPT
Through the Looking Glass
Reading Image Rhetorically
Language: What can be read...
Linguistic Imagistic
How does that make you feeeeeel ?
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...
Workshop Goal
Formulate a 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
The Process1) Observe
What is the image?
What is the rhetorical situation?
2) Analyze & InferWhat are the main parts?What is the message & goal?
3) ID the Rhetorical AppealsEthos, Pathos, Logos
4) Combine 1-3 & EvaluateIs the image rhetorically effective?
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Step 1: Observation
Get a general sense of the
situation and the image
First things first: Seeing
Before you can formulate a working thesis, you have to familiarize yourself with the text first.
Visual Media
T.V. commercials
Movies
Product placement
Music videos
Photography
Art work
Web pages
Charts & graphs
Headlines & logos
Rhetorical Situation
Author
Audience Argument
Context:
exigence
Step 1: Observe
Step 1: Observe
Step 1: Observe
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Step 2: Analyze & Infer
Break the image down and
formulate an interpretation
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?
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?
Break It Down
Subject?
Background?
Parts?
What does each part represent?
How do you know that?
What is the argument?
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Step 3: Rhetorical Appeals
Modes of Persuasion
Ethos
Pathos
Logos
Rhetorical Situation & Appeals
Author
Audience Argument
Context:
exigence
Ethos
Pathos Logos
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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.
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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.
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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.
Identify the
Rhetorical
Appeals
Ethos
Credibility
Pathos
Emotion
Logos
Reason
Identify the
Rhetorical
Appeals Ethos
Credibility
Pathos
Emotion
Values
Logos
Reason
Identify the
Rhetorical
Appeals
Ethos
Credibility
Pathos
Emotion
Values
Logos
Reason
Identify the
Rhetorical
Appeals Ethos
Credibility
Pathos
Emotion
Values
Logos
Reason
Identify the Rhetorical Appeals
Ethos
Credibility
Pathos
Emotion
Values
Logos
Reason
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Step 4: Combine & Evaluate
Considering steps 1 – 3, how
effect is the image?
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.
Evaluate
How effective is 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?
Evaluate
How effective is 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?
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Putting it All Together
Composing a thesis statement for
visual analysis
Exegesis: Making a Claim
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.
Exegesis: Making a Claim.
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.
FOR MORE INFORMATION
If you 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 - 8pmFriday & Saturday 10am - 4pm
Sunday Drop-In SessionsMcDermott Library, MC 2.5242pm - 5pm
Make an appointmentCall: 972.883.6736Stop-by: MC [email protected]
The University of Texas at Dallas
This presentation was created for the Writing Center at the University ofTexas at Dallas. It is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of thislicense, 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