Chapter 3: Decoding Visual Arguments ENG 113: Composition I

Visual Arguments  Can be an advertisement, a chart, a graph or table, a diagram, a Web page, a photograph, or a painting  Can take a position and offer evidence to support the position  Position and evidence are communicated through images rather than words

Thinking Critically about Visual Arguments  Goal is to understand the point that the creator of the visual is trying to make  Need to understand how the message is conveyed  Need to evaluate whether or not the methods used to persuade the audience are logical and fair  Effective?

Visual Text versus Visual Argument  Visual Text – Presents information  Does not take a stand  Visual Argument  Takes a stand

Visual Text Apple

Visual Argument

Reading Visual Arguments  Use Active Reading Strategies  Previewing  Careful Reading  Highlighting  Annotating  Evaluate  The main idea or message  The purpose  The intended audience  Clues  Text  Images

Comprehension Clues  The individual images that appear  The relative distance (close together or far apart) between images  The relative size of the images  The relationship between images and background  The use of empty space  The use of color and shading  Example: contrast between light and dark  If people are pictured, their activities, gestures, facial expressions, positions, body language, dress, and so on

Appeals to Convince the Audience  Logos – logic  Layout  Text  Evidence  Pathos – emotions  Images  Ethos  Spokesperson  Brandname

Identifying the Elements of a Visual Argument  Does the visual present information or take a stand?  What is the main idea of the visual?  What elements in the visual support the main idea?  If text is used, are the words necessary?  What purpose does the visual seem designed to achieve?  What kind of audience is the visual aimed at?  How does the visual appeal to logos, pathos, and/or ethos?  Is the visual effective? Is it likely to have the desired effect on its intended audience?

Highlighting and Annotating Visual Arguments  Focus your attention on the images  Identify key images  Star, box, and/or circle them  Draw lines or arrows to connect related images  Comment on the effectiveness of individual images in communicating the message of the whole  Can be comments or questions

“Patent pending” – Emphasizes invention – not natural Pathos = Scared Expression Why plaid shirt? Everyman? Working man? Farmer? Main idea = GMOs are bad

Responding Critically to Visual Arguments  Critical Response  Analyzes the ideas in a text  Expresses your reactions to them  Rely on your highlights and annotations  Help you understand the ideas  See how words and images work together to make a particular point

Questions for Responding to Visual Arguments  In what source did the visual appear?  What is the target audience for this source?  For what kind of audience was the visual created?  Hostile? Friendly? Neutral?  For what purpose was the visual created?  Who (or what organization) created the visual?  What do you know about the background and goals of this person or group?  What issue is the visual addressing?

Questions for Responding to Visual Arguments Continued  What position does the visual take on this issue?  How can you tell?  Do you agree with this position?  Does the visual include words?  If so, are they necessary?  What points do they make?  Does the visual need more—or different—written text?  Does the visual seem to be a refutation (an argument against a particular position)?  Is the visual effective? Attractive? Clear? Convincing?

Writing a Critical Response to a Visual Argument  Identify the source of the visual  Identify the purpose of the visual  State your reaction to the visual  Examine the elements of the visual one at a time  Consider how effective each one is  Consider how well the various elements work together to create a convincing visual argument  End with a concluding statement that summarizes your reaction