Today’s Goals Learn and utilize strategies for analyzing visual rhetoric and document design Begin analyzing publications for use with your publication analysis and informative article

Visual Rhetoric Strategies When analyzing the visual rhetoric of a document, consider the following: What is the most eye-catching thing you first notice in the document? What is the first thing you see in the document when reading/scanning it top to bottom? How is the text laid out in the document? Columns? Short or long paragraphs? Margins? Why might it be laid out that way? How are colors used in the document? Is the document organized into subsections? If so, what kind of subheadings? (report based or subject based)

Visual Rhetoric Strategies Analyzing Immediate impact: What words come to mind when viewing this graphic? What is the mood or overall feeling conveyed in the photo? Assume that when using photos, writers have a particular effect in mind. What is the intended effect of the photo?

Visual Rhetoric Strategies Advertisements and publishers in magazines/newspapers will often consider the following before using an image: Who is the intended audience? How would you pitch a product differently to Walmart shoppers versus Neiman Marcus shoppers? How much media landscape should be afforded to the graphic? This is not just a question about money; you must also consider space! Less important graphics or information should not take up as much room as those of central importance What is the intended goal of the graphic or photo in question? Is the graphic intended to stimulate sales and consumer interest or develop long term branding? Is the graphic attempting to grab reader attention or inform readers about something important?

Visual Rhetoric Strategies When marketing to a particular audience, advertising agencies will usually use one of the two effects: Mirror effect: The way in which an image mirrors the target audience’s self- image, promoting identification with the image. This can be something as small as an article of clothing, acne, use of a phone, etc Window effect: The image provides a vision of a possible future, promising a positive effect or warning of a negative consequence. The image implies a brief narrative in this way These can be helpful when selecting photos to use for Informative Article

Group Activity- Analyzing Visual Rhetoric In your unit 3 groups Review the images on page 134 Answer questions 1-4 on page 135 Old textbook p. 319 images 11.1-11.4 and questions p. 320

Visual Rhetoric – Final Strategies Analyze compositional features of an image/ad: Examine the setting, furnishings, and background details Consider the social meanings of objects Consider the characters, their roles, and their actions Observe how models are dressed, posed, and accessorized Observe the relationship between actors and between actors and objects Consider what social roles are being played out and what values are being appealed to Consider how document design functions and how the words and images work together Example: Consider the Coor’s Light ad on pg. 156

Group Activity: Analyzing Ads In your unit 3 groups Read “How to Analyze an Advertisement” on 153 and “Sample Analysis of an Advertisement” on pg 155. Do the Activity “Analyzing Ads from Different Perspectives” on pg 157 (Skip the part about choice of medium and brand building)

Homework: Publication Analysis Begin conducting Primary research See following slide for prompt 1+ pages, typed, double spaced, MLA format Due 7/6 Begin conducting Primary research Finalize your interview/survey questions Make arrangements for your interviews or observations Create the online version of your surveys Preliminary research results due 7/1

Minor Essay: Publication Analysis Based off of our activity and discussion in class, select an example publication & media type in which you might be interested in using for your informative media project. This can be any of the publications that we looked at in class or another professional and respected academic periodical, newspaper, magazine, etc. Select an article from this publication for analysis. Provide a brief summary of the article (a few sentences is fine). Then, provide an analysis of the publication making sure to cover all the points below: Where does the publication fall on the open/closed form prose continuum? What is the intended purpose of the article? Go beyond simply “inform” Who is the intended audience? Consider age range, income, sex, and any other characteristics you might want. Feel free to look up this information if able. Does the publication use subheadings? What kind? What are the genre conventions of this publication? Is the language formal/informal? Does it utilize figurative or concrete language? Is it more humorous or serious? How does the author establish credibility? How does the author utilize rhetorical appeals in the publication? How does the article talk about research? Find at least one quote where the publication references research results, showing clear use of 1st or 3rd person. How does the publication use images? What is their purpose? Try using the visual rhetoric analysis strategies we have discussed in class (you may ignore this question for podcasts) This information should be covered in an essay rather than point-by-point form. The resulting essay will be 1+ pages, typed, double spaced, and will count as a quiz grade.