Module 12 Flashcards
has been used to mean anything from the use of images as argument, to the arrangement of elements on a page for rhetorical effect, to the use of typography (fonts), and more.
Visual rhetoric
Importance of visual rhetoric
- can help us produce documents that speak more readily to their intended audience.
- It can also help us to evaluate visual images we encounter in any variety of settings,
a branch of rhetorical studies concerned with the persuasive use of images, whether on their own or in the company of words.
Visual rhetoric
Visual rhetoric encompasses the skill of visual literacy and the ability to analyze images for their form and meaning.
VISUAL RHETORICAL ANALYSIS
It is easy to dismiss images in politics and public discourse as mere spectacle, opportunities for entertainment rather than engagement, because visual images transfix us so readily.
VISUAL RHETORIC IN POLITICS
______ constitutes a dominant genre of visual rhetoric Advertisers uses rhetorical appeals to construct their argument. Ethos, pathos, logos are the three categories of persuasive ________.
VISUAL RHETORIC IN ADVERTISING
ADVERTISING TECHNIQUES
- Ethos
- Plain folks
- Pathos
- Bandwagon advertising
- Logos
HOW TO WRITE A RHETORICAL ANALYSIS ESSAY ON AN ADVERTISEMENT?
- A form of criticism
- Examine the interactions
- Expected to influence what others think
What purpose does the advertisement serve?
Advertising promotes products/services, builds brand recognition, boosts sales, educates consumers, influences behavior, nurtures customer relationships, and fuels business growth by attracting new customers and expanding market reach.
What audience is the advertisement intended for?
The intended audience for an advertisement varies based on factors like demographics (age, gender, income) and psychographics (lifestyle, interests). Advertisers tailor messages to effectively engage with those most likely to be interested in their offerings.
How are people in the advertisement depicted? If there are any stereotypes, what are they conforming to?
People in advertisements are often depicted according to stereotypes that align with common perceptions or ideals associated with specific demographics or lifestyles. This can include portrayals of women as caregivers, men as authority figures, and certain ethnic or cultural groups in specific roles or occupations, which can both reinforce social norms and perpetuate biases.
What is the lifestyle promoted by the advertisement?
The lifestyle promoted by the advertisement aligns with the desires and aspirations of the target audience, whether it’s associated with luxury, adventure, success, health, happiness, or social status.
Are there any implicit or explicit messages in the ad?
Yes, Advertisements typically convey both implicit messages, which are subtle associations or cues, and explicit messages, which are direct statements or claims made in the ad, to persuade consumers and communicate product features, benefits, and values.
REQUIREMENTS FOR WRITING A RHETORICAL ANALYSIS ESSAY ON AN ADVERTISEMENT
- The paper should be 5 full pages, in MLA format, and double-spaced.
- The advertisement in question should be included.
- Ways through which the advertisement can be improved.
HOW TO WRITE A RHETORICAL ANALYSIS ESSAY ON AN ADVERTISEMENT INTRODUCTION?
- Should be in the form of a thesis statement.
- Write the remaining part of the introduction.
- Provide an evidence in every paragraph.
thesis statement.
• One or two sentences that condense the argument you are going to follow.
• It is either the first or last statement of your introductory paragraph.
• Should sum up the argument of the essay.
Tip: Start by figuring out what you have been asked to do.
ADDITIONAL TIPS ON HOW TO WRITE A RHETORICAL ANALYSIS ESSAY ON AN ADVERTISEMENT
- Use of pathos
- Use of ethos
- Use of logos
- Identify style details
- Form the analysis
- Write chronologically
- Writing the conclusion
An appeal to emotion
Pathos
An appeal to ethics
Ethos
An appeal to time
Kairos
generally concentrates on ethos and pathos, and- as noted by Aristotle-both affect judgment.
Aristotle’s rhetoric
APPROACHES TO UNDERSTAND PERSUASION ACCORDING TO ARISTOTLE:
- EMPIRICAL/SCIENTIFIC APPROACH
- INTERPRETIVE APPROACH
This approach uses a scientific experiment. Researchers compiled large amounts of data on what persuades an audience, how to organize the message and what to include.
EMPIRICAL/SCIENTIFIC APPROACH
This method focuses on understanding that it is the individual who decides what is persuasive to them.
INTERPRETIVE APPROACH
GOALS OF APPROACHES ACCORDING TO ARISTOTLE:
- EMPIRICAL/SCIENTIFIC APPROACH
- INTERPRETIVE APPROACH
The goal here is to predict that a person will be persuaded if a combination of logos, pathos and ethos is used in the speech.
EMPIRICAL/SCIENTIFIC APPROACH
The goal is to understand what persuades each person in the audience.
INTERPRETIVE APPROACH
Classical tradition of public speaking
- Rhetoric
- Rhetorical situation
the art of public speaking. It is the use of language to persuade others, resolve conflict, and reach a particular audience.
Rhetoric
the circumstances in which you give your speech or presentation.
Rhetoric situation
3 ELEMENTS OF RHETORICAL SITUATION
- THE SET OF EXPECTATIONS INHERENT IN THE CONTEXT
- AUDIENCE
- PURPOSE OF THE PRESENTATION
use images to engage viewers and persuade them to accept a particular idea or point of view. Advertisements use images to make a product appealing or to link a product to a particular lifestyle or identity. However, advertisements are only one type of visual argument.
Visual arguments
Allow us to link documents to other documents or resources, link to specific parts of documents, or make apps available at a web address.
Hyperlinks
is simply a string of text that defines where something is located on the Web.
Uniform Resource Locator
Root of the directory structure
Local website
Real website
serves a specific geographical area, providing information and resources tailored to the local community’s needs and interests.
Local website
is a legitimate and established online platform that offers genuine content, products, or services.
Real website
3 ELEMENTS THAT SHOULD BE COMMUNICATED IN ANY HYPERTEXT SYSTEM
- LINK PRESENCE
- LINK DESTINATION
- LINK MAPPING
is text which contains links to other texts. The term was coined by Ted Nelson around 1965.
Hypertext
It is a term used for hypertext which is not constrained to be text: it can include graphics, video and sound.
Hypermedia
How to make a hypertext?
1.Select the text or picture that you want to display as a hyperlink.
2.On the Insert tab, click Hyperlink. You can also right-click the text or picture and click Hyperlink on the shortcut menu.
- In the Insert Hyperlink box, type or paste your link in the Address box. Hypertext is text which contains links to other texts.
- A link may lead to only a brief sentence, to a paragraph, or to whole pages of new text. These new texts may themselves contain links to even more new pieces of information in hypertext literature.
Assess how the author establishes their credibility or the steps taken to gain the audience’s trust.
Use of ethos
Analyze the strategy used by the author to reveal his argument through stories and emotional language.
Use of pathos
Explore how the writer has strengthened their argument, the type of research employed, and the rationale behind the advertisement.
Use of logos
Examples:
Diction, Imagery, Syntax, and Tone
IDENTIFY STYLE DETAILS
• Assess if the strategies aided the ad in achieving its goal.
• Speculate if the author would choose the rhetorical strategies for that event and audience.
• Keep in mind that you do not have to agree with the author’s argument.
Form the analysis
Begin from the start of the advertisement then work your way towards the end.
Write chronologically
It is important to remember that the ________ is just as important as the introduction.
WRITING THE CONCLUSION
WRITING THE CONCLUSION
- Go beyond summarizing
- Encourage critical thinking
- Offer suggestions for improvement
- Reiterate main points
