1. Today’s Goals
Get instructor approval for selected ads (for visual analysis essay)
Begin composing visual analysis essay

2. Class Discussion- Visual Analysis Review
How are analysis and evaluation different?
What are the necessary elements of a visual analysis thesis? What should it NOT include?
What are the strategies we used for hooks an introductions in unit 1?

3. Visual analysis- Overview
Introduction
Hook
Thesis
Forecasting
Body
Description of advertisement (using concrete words)
Visual rhetoric features 1
Visual rhetoric feature 2
Visual rhetoric feature 3
Visual rhetoric feature options: rhetorical appeals (can be 1 paragraph for each or altogether), rhetorical context, image and copy, mirror and window effect, compositional features, etc.
(Note: you do not have to talk about all of these items in your essay. Select the ones that are most important for your advertisement)
Conclusion
Transition
clincher

4. Closed form prose- VA hook strategies
Visual analysis hooks will usually focus on one of several topics: advertising, the product itself, past advertising campaigns, or an issue related to the product or company
Your hook should be the MOST INTERESTING part of your whole essay. If you don’t grab your audience’s attention by the end of the hook, you won’t get it.
As with our previous closed form prose essays, the hook will usually employ one or more rhetorical appeals:
Logos: Use a powerful a startling number or statistic. This can be even more effective if it is from a very credible source.
Pathos: Use emotionally evocative language or present something surprising or interesting. It can also be effective to ask their readers to imagine themselves in a situation and use descriptive language to heighten its importance
Ethos: Ask the reader a question about your topic and let them be the judge. This type of strategy uses the readers own credibility to get them concerned about the topic. Alternatively, powerful quotes from credible individuals can work here as well.

5. Visual analysis- thesis strategies
Visual analysis purpose:
Analyze the visual rhetoric strategies in a successful ad and explain why those strategies were successful
You should mention the ad specifically by name
You should mention the dominant or most powerful visual rhetoric strategies in the thesis
Keep clarity and credibility in mind, as with the rhetorical analysis
You do NOT need to provide an evaluation of the ad

6. Class Discussion – Sample Ad Description

7. Advertisement analysis
Compositional features:
Settings/furniture/background
Social meaning of objects/items
Characters and their roles
Clothing, posing, and accessories
Image and copy
View Coors Light ad (Old textbook pg 156)

8. Class Discussion- Sample VA Introduction
Based on the previous image,
What are the main visual rhetorical features being used? Which of these would be discussed in body paragraphs of a VA essay
Which visual rhetorical features are dominant? Create a thesis that explains these features
What is the most interesting element of this ad? How could we create a hook to draw in reader attention about this advertisement?

9. Individual Activity- Beginning VA Composition
Working on your own, begin composing the introduction for your visual analysis essay
Create a hook for your VA essay
This should be 1 or more sentences, introduce the topic of your essay, and utilize at least one rhetorical appeal
Create a thesis for your essay
This should be 1 concise sentence that specifically mentions your selected advertisement and its most prominent visual rhetorical features
Outline the forecasting/body paragraphs of the essay
Select which visual rhetorical features are most prominent in your selected ad
Decide upon which order you will analyze these
Note: you do not need to create a sentence for your forecasting yet; simply select the topics and order for your body paragraphs
During this activity, the instructor will be evaluating and giving final approval for all selected ads.

10. Homework: VA Draft 1 200+ words
Should include hook, thesis, and forecasting
Must include works cited page listing your selected ad or ad campaign sources
Printed and brought to class on Friday