Today’s Goals Introduce the visual analysis essay Discuss strategies for visual analysis theses

Visual analysis- overview Introduction Hook Thesis Forecasting Body Rhetorical appeals: ethos, pathos, logos Rhetorical context: purpose, intended audience, genre Image and copy Mirror and window effect Compositional features: Lighting, framing, color, focus, characters, roles, background, props (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

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

Class discussion- sample visual analysis theses “The 2012 Charmin TV commercial is successful and has great pathos” “The ad uses strategic compositional features and mirror effect” “The 2010 Budweiser Superbowl ad used humor and imagery to build brand image” “The 2013 Lifelock billboard ad has strong ethos with the CEO’s picture and detailed logos in the copy”

Class discussion- ad analysis

Class activity- sample visual analysis What is an example hook you could use to grab audience attention? What is a sample thesis you could use to explain the ad? What is a sample forecasting you could use for the body paragraphs of this image analysis?

Group activity- initial ad assessment In your unit 2 groups Read one of the sample visual analysis essays on the class website and answer the following questions How does the hook grab the audience’s attention? What is the thesis? (Copy this word for word) How much description of the advertisement is provided? What are the topics of each body paragraph?

Homework Blog Entry 4 Focus: Beginning Visual Analysis Select an advertisement or commercial for use with your visual analysis essay. Include a picture or link of the ad. Next, begin to analyze the ad, focusing on what visual rhetoric strategies and compositional features stand out the most in it. You may wish to consider: What is the immediate impact or dominant impression of the ad? Who is the target audience? Is the ad’s goal to stimulate sales or build the brand? What compositional features stand out the most? What is their effect?