Analyzing a Visual Argument
In our culture, visuals in the form of photographs, ads, posters, commercials, films
or cartoons communicate with us daily. On their own or with text, these visuals are
used to persuade, to inform, to elicit emotional response, to motivate, to sell. They
often present an argument, or enhance one.
Because we’re bombarded by these visual communications, it’s important to learn to
analyze them critically. We need to identify the message, assess how effectively the
visual communicates, and how it connects with its intended audience. To
understand a visual argument, we analyze the components in the visual argument.
This assignment is to analyze a visual argument, taking the steps outlined below.
This will help you understand writing that incorporates visuals, as well as learn how
to use visuals effectively in your own papers for future courses.
For this assignment, you will choose an image, ad, or icon from your discourse
community. These messages each have significant visual components. You will then
write an analysis of the visual argument the image presents. As usual, you’ll need to
identify what the visual argument is and who the audience for the visual argument
is, and then how the components of the visual argument communicates the message.
Previously in the semester, you’ve been creating your own arguments; now you’re
going to be looking at someone else’s argument and analyzing how it works. Select
the key visual details and address them throughout your essay explaining how they
convey and support the visual argument.
Analyze Visual components and contexts
To start, you will need to analyze each key component and the context of the
visual, according to the list on SMG pgs. 675-676 which contains specifics and
helpful questions. The basics that you will examine are these:
Components:
 Composition -- elements, focal point, perspective, colors
 People/other main figures -- where are they looking, body language,
expression
 Scene – setting, back and fore ground, what happens before, after, outside of
frame
 Words – kind of text if any, its role, interpretive clues, tone of text
 Tone – tone or mood of visual, elements that convey that tone
Contexts:




Rhetorical context – main purpose, target audience, author or publisher,
published where and in what form, relationship of visual and text
Social context – immediate social and cultural context, social knowledge the
audience is assumed to have
Historical context – historical knowledge the audience is assumed to possess,
other historical images, or figures referred to, historical references relating
to audience and purpose
Intertextuality – relates or contrasts with other texts or visuals, how does
this inform ideas about the visual
Write a strong thesis.
After analyzing your visual by listing these components and contexts, you’ll need a
very strong thesis to base your analysis on.
Your thesis should:




Have a specific and interesting angle on the visual
State the significance of the visual
Give a “sharp” interpretation of the visual, in other words not too obvious
Be an arguable interpretation, not just an observation. Someone could argue
against it.
 Not be too dense, nor too simplistic. Give enough detail but not include the
whole essay
Research your visual and your analysis. Look for:
 Background on the organization or publisher of image
 Compare with similar campaigns or types of visual
 Audience—who are they, how are they reached, statistics
 Research to back your analysis of how components of your visual work
 Historical and social context for his message
Write your draft using MLA style, and working toward reader-based prose.
Include:
 Introduction of visual and what it communicates
 Strong thesis—present argument
 Audience Awareness for both your essay and the chosen image
 Analysis of Components and Contexts and how they support the argument
 Counter-arguments – what arguments could be raised against your
interpretation and the impact of this visual on the audience, who would
oppose you


Work in information from sources
Conclusion
Specifics of Assignment:
3-4 pages in length
2-4 sources
Must address the correct means of inserting images into text
Must follow MLA guidelines
Must have a Works Cited page