Understanding Visual Arguments

Rhetorical Context: Because they want their images to have a particular effect on people, advertisers, photographers, and cartoonists must first make several important decisions. In doing so, these professionals are establishing the rhetorical context, such as who is the target audience (e.g. sex, age, race, status), what is the communication medium (e.g. magazine, television, billboard), and what is the purpose or goal (e.g. to persuade one to purchase, to act, to believe)?

Below are a few aspects to consider when examining the presentation of the visual rhetoric:

Camera Angle Camera Distance

Lighting Backgroundand Objects

Is the camera directed down at the subject to imply weakness?

Is the camera directed up at the subject to imply power?

Is the camera level with the subject to imply equality?

Is the camera near the subject? What is emphasized?

Is the subject in the distance? What is emphasized?

Is the lighting bright or dim?

Is any particular portion of the image highlighted or hidden?

What message does the setting, furnishings, clothing, or objects convey?

Do they suggest power/influence?

Are the addressed to a specific type of audience?

How does the color influence the presentation?

Below are a few aspects to consider when examining the subjects of the visual rhetoric:

Note: We use the term ‘subjects’ because the characters in visual rhetoric may include people, objects, and animals.

Body Positioning Eye Contact Facial Expression

If more than one gender/race is included, who, if anyone, is positioned higher? What message might placement carry?

Who is sitting, standing, moving? Why?

Is the subject’s face visible or hidden by part of the body? Why?

Are the people touching or not? Why?

Does the subject project power by looking directly at the camera?

Does the subject project weakness or shyness by looking away from the camera?

What emotion does the subject display (e.g., happy, sad, angry)? What message might emotion carry?

Below are a few aspects to consider when examining the typology of the visual rhetoric:

Product Fonts Words

Where is the product being sold located in the image?

How is the product’s size relevant?

Are there other products included in the image? Are they easily identified or masked?

Does the font project a serious or funny tone (e.g. Times New Roman vs. Curlz MT)?

Does the font project power, influence, laziness, stature (e.g. Copperplate Gothic Bold vs. Freestyle Script or Vivaldi)?

What feelings or attitudes do the color choices connote (e.g. power, innocence, love, calmness)?

Are words emphasized or de-emphasized by size choices? Why?

How do size and placement of product disclaimers affect consumers?

How are words used? Are there any words that seem to be purposefully omitted?

Is any one particular word emphasized?

Are the words at the top, middle, bottom, or side of the page?

Does the placement of the words help convey a message?