1. Chapter 3: Decoding Visual Arguments
ENG 102

2. 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

3. 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?

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

5. Visual Text
Apple

6. Visual Argument

7. Visual Argument

8. 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

9. 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

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

12. 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?

13. 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

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

15. 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

16. 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?

17. 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?

18. 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