Objective: We will
analyze visual texts in
order to understand
how images create
rhetorical effect.
Juxtaposition
The deliberate placement of ideas or items next to each
other, typically in order to make a comparison.
Why might this idea be helpful in advertising? What else
could be compared other size?
Cropping:
The removal of outside material in order to better
frame an image and/or emphasize content. Why
might this be helpful in advertising?
Lighting:
The use of an actual or artificial light source to
accentuate or dramatize content of image.
Color Scheme:
Selecting and applying colors that correlates
with the thematic content of the image.
Background/Foreground:
Blurring or enhancing material in the background or
foreground.
Facial Expressions/Body
Language:
Relying on nonverbal cues in order to convey emotion
Angle of camera:
Using the camera to emphasize viewer’s
perspective, size, distance, etc
Font:
Altering the style, color, size of the text in order to emphasize
thematic content in the image
The Debate:
Did Vogue perpetuate racial stereotypes about black male
athletes with this cover and was the similarity to the King Kong
poster intended?
TECHNIQUES
Juxtaposition
Cropping
Lighting
Color scheme
Background/Foreground
Facial expressions/body language
Angle
Text/font
Optional In-class Writing Assignment
1.
Choose a magazine advertisement
that targets a particular audience and uses at
least four of the visual techniques discussed
in class to sell the product. You may use a
computer program, collage, draw, etc. in
order to create this piece.
2.
Define the message of the
advertisement. Provide an explanation for
your choices. Identify the intended audience
for this magazine and explain how the
techniques you have observed would
persuade this audience. Consider what
information is left out of this assignment.
Staple the advertisement to the paper you
turn in.
TECHNIQUES
Juxtaposition
Cropping
Lighting
Color scheme
Background
Facial expressions
Body language
Focus
Angle