1. Today’s Goals Introduce rhetoric of advertising
Practice analysis of print and billboard ads

2. Class Discussion – Visual Rhetoric Review
What are the 3 stages we use for analyzing photographs?
What are compositional elements, visual literacy, and dominant impression?
How trustworthy are photographs?

3. Visual Rhetoric Vocabulary
Visual Literacy – Your awareness of the importance of visual communication and your ability to interpret or make meaning out of images by examining their context and visual features
Dominant Impression – The overall feeling or atmosphere created by all the details combined together
Compositional Elements/Features – All the details, elements, and techniques used to create an image, including: subject matter, distance, angle, framing, light, focus, color, spacing, etc.

4. Photograph Analysis Stages
Consider immediate impact and dominant impression
Examine rhetorical context
Analyze compositional features

5. Class Discussion – Rhetoric in Advertising
How can rhetorical appeals be used in advertising? Can you think of any examples?
How is advertising changing in the 21st century? What new advertising genres might this create/emphasize?
What the most memorable advertisement you can think of? What made it so memorable?

6. Visual rhetoric- advertising
$190 Billion spent last year on advertisements in the US alone
Old genres: print, billboard, radio, commercial
New genres: web banners, social media posts, clickbait, viral marketing
Two main features in visual advertisements:
Image – the main pictorial or video element of an ed
Copy- the text element

7. Class Discussion – Sample Ad Analysis

8. Class discussion- Sample Ad Analysis

9. Class activity- Sample Ad 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?

10. Group activity- intro to advertisements
In your unit 2 groups
Select two print or billboard ads online. For each, answer the following:
What is the name of the company/product on the ad?
What do you notice most about each advertisement? What is its dominant impression?
Which rhetorical appeal(s) might be involved in these ads?
What is the most influential element of the ads: image or copy?
How are these ads designed to suit their contexts?

11. homework
Read A&B