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

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?

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

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.

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 Ad Description

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)

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?

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.

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