Objective: We will analyze visual texts in order to understand how images create

rhetorical effect.

JuxtapositionJuxtapositionThe deliberate placement of ideas or items next to The deliberate placement of ideas or items next to

each other, typically in order to make a comparison.each other, typically in order to make a comparison.Why might this idea be helpful in advertising? What Why might this idea be helpful in advertising? What

else could be compared other size?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