Project 1
Analyzing Visual Rhetoric
Project Keywords: Stakeholder, Rhetoric, Visual Rhetoric (aesthetics, color, media, typography, space),
Rhetorical Appeals (Ethos, Pathos, Logos, Kairos), Rhetorical Fallacies
Project Description:
Students will identify an issue or topic that interests them and research the multiple stakeholders
connected to the issue. From these stakeholders, students will select a single organization (company,
non-profit, or activist) and think critically about the visual and rhetorical strategies this particular group
implements in their campaigns. Finally, students will choose two specific images created by the
organization (such as advertisements, PSAs, static images used on a website, flyer, billboard, etc.), and
analyze how these visual arguments reflect the organization’s goals.
Project Outcomes and Objectives:
Students will...
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understand how images convey messages to audiences by analyzing visual strategies develop a
thesis statement that makes a claim about the relationship between the two images, including
how these images reflect a stakeholder’s goals (Focus)
support their analysis using primary resources from the stakeholder, the textbook, and outside
resources (Evidence)
write an effective introduction, body, and conclusion; logically organize supporting points
(Organization)
employ a process of revision using peer and instructor feedback to produce a paper that is clearly
worded and free of grammar/punctuation errors specifically as they relate to proofreading,
punctuation, run-on sentences, comma splices, and sentence fragments (Style)
maintain a third-person point of view (Style)
follow proper MLA structure both in formatting the paper and citing sources (Format)
Assignment:
Students will write a 1,000 - 1,200 word essay that analyzes how the two images represent the interests
of the stakeholder (the stakeholder’s goal or message), taking into consideration audience, message,
purpose, rhetorical appeals, and / or rhetorical fallacies. In doing so, students should point to specific
details from the image to support their claims. In order to effectively analyze the images, students will
need to have an accurate understanding of each stakeholder’s goals. Students are required to use a
minimum of two sources: one must be the course textbook or an assigned article; the second must be a
source from the stakeholder.
This assignment will be evaluated using the FYC rubric.
Role of Research:
Students should support the claims they make about the stakeholder’s perspective / position using
outside research. Students may use primary resources from the stakeholder, the textbook, and / or
outside resources. Individual instructors may require students to use a certain number of outside sources.
At a minimum, students should reference the course textbook and one source for the stakeholder.
Writing Process:
Early Draft
The Early Draft should be used as a brainstorming space where students can begin thinking about the
connections between the issue, the various stakeholders, and the visual arguments. Students may use
this draft to outline, freewrite, map, etc. as long as the exercise leads to more formulated claims in the
subsequent draft.
Intermediate Draft
The Intermediate Draft should be a working draft (1,000 - 1,200 words) that analyzes the relationship
between the two images and how these visual arguments reflect the concerns of the stakeholder. This
draft should include a thesis, all major points, evidence to support these points (including in-text citations
from appropriate sources), and a Works Cited page.
Final Draft
The final draft will be a polished 1,000 - 1,200 word essay that analyzes the relationship between the two
images and how these visual arguments reflect the concerns of the stakeholder. This draft should include
a thesis, all major points, evidence to support these points (including in-text citations from appropriate
sources), and a Works Cited page. It should be free of grammar and spelling errors and should follow
proper MLA structure both in formatting the paper and citing sources. The draft must also include the two
images analyzed by the student which should be embedded into the document.
Looking Forward / Future Considerations:
In subsequent projects throughout the semester, students will build on the various skills developed in
Project 1, particularly in regards to visual analysis, understanding rhetorical strategies, and
demonstrating empathy when describing various stakeholder perspectives. In Project 2 students will
evaluate two key stakeholders on a given issue, and will use empathetic tone and language while finding
common ground between their two perspectives. In Project 3 students will apply what they’ve learned
about visual design and layout, rhetorical devices, and audience awareness in order to compose their
own multimedia project that persuades their chosen audience to take action in some way.