1. Visual and Multimedia Arguments

2. German McDonald’s Ad (2010) What is the argument being presented here?

3. Analyzing Visual Elements of Arguments

4. Analyzing Visual Elements of Arguments
To figure out the argument, start by examining the key components:
The creators and distributors
The medium it uses
The viewers and readers its hopes to reach
Its content and purpose
Its design

5. Questions for Analysis

6. Questions about Creators and Distributors
Below are some questions to help you analyze for an argument:
Who created this visual or multimedia text? Who distributed it?
What can you find out about these people and other work that they have done?
What does the creator’s attitude seem to be toward the image(s)?
What do the creator and the distributor intend its effects to be? Do they have the same intentions?

7. Questions about the Medium
Below are some questions to help you analyze for an argument:
Which media are used for this visual text? Images only? Words and images? Sound, video, animation, graphs, charts – and in what ways are they interactive?
How are the media used to communicate words and images? How do various media work together?

8. Questions about the Medium
Below are some questions to help you analyze for an argument:
What effect does the medium have on the message of the text? How would the message be altered if different media were used?
What role do words – if there are words – play in the visual text? How do they clarify, reinforce, blur, or contradict the image’s message?

9. Questions about the Viewers and Readers
Below are some questions to help you analyze for an argument:
What does the visual text assume about its viewers and what they know and agree with?
What overall impression does the visual text create in you?
What positive or negative feelings about individuals, scenes, or ides does the visual intend to evoke in viewers?

10. Questions about Content and Purpose
To figure out the argument, start by examining the key components:
What purpose does the visual text convey? What is it designed to convey?
What cultural values does the visual evoke? The good life? Love and harmony? Sex appeal? Adventure? Power? Resistance? Freedom?
Does the visual reinforce these values or question them? How does the visual strengthen the argument?
What emotions does the visual evoke? Are these the emotions that it intends to evoke?

11. Questions about Design
Below are some questions to help you analyze for an argument:
How is the visual text composed? What’s your eye drawn to first? Why?
What’s in the foreground? In the background? What’s in or out of focus? What’s moving? What’s placed high, and what’s placed low? What’s to the left, in the center, and to the right? What effect do these placements have on the message? If the visual text is interactive, how well does that element work and what does it add?

12. Questions about Design
Below are some questions to help you analyze for an argument:
Is any information (such as name, face, or scene) highlighted or stressed to attract your attention?
How are light and color used? What effects are they intended to create? What about video? Sound? Animation?
What details are emphasized? What details are omitted or deemphasized? To what effect? Is anything downplayed, ambiguous, confusing, distracting, or obviously omitted? Why?

13. Questions about Design
Below are some questions to help you analyze for an argument:
What, if anything, is surprising about the design of the visual text? What do you think is the purpose of that surprise?
Is anything in the visual repeated, intensified, or exaggerated? Is anything presented as “supernormal”? Or idealistic? What effects do these strategies intend to create? What effects do they have on you? How do they clarify or reinforce (or blur or contradict) the message?

14. Questions about Design
Below are some questions to help you analyze for an argument:
How are you directed to move within the argument? Are you encouraged to read further? Click on a link? Scroll down? Fill out a form? Provide your address? Place an order?

15. Using Visuals in Your Own Arguments (Especially for TANGLED WEBS assignment)

16. Using Images and Multimedia to Appeal to Emotion (Pathos)
First, think of your purpose
Look at the picture
What arguments could you make with this picture?
You can make any of these arguments without the picture, although the image does accomplish your purpose more powerfully that words alone could

17. Using Images and Multimedia to Appeal to Emotion (Pathos)
The Power of Color
What message does the blue Earth floating in deep black space send?
You can choose color based on your own good taste, example designs, or advice
Default shades in PowerPoint etc…
Contrast between background colors and text should make reading easy
Bright backgrounds should be avoided for long documents
Avoid complex patterns
TEST OUT YOUR DESIGN ON OTHER PEOPLE

18. Using Images and Multimedia to Appeal to Character (Ethos)
Think about social media sites like Facebook or LinkedIn
Images create a sense of who your are and your values
Why do you think employers check a potential employee’s social networks?
Values, Morals, Experience
Logos or Emblems can build Ethos -

19. Follow Design Conventions
Using Images and Multimedia to Appeal to Character (Ethos)
Fonts! Which on is professional and which on is informal?
Font #1
Font #2
Is the text in Bold, Italics, Underlined, Strikethrough?
Font size!
Is it huge and attention grabbing?
Or is it small and evasive?
Follow Design Conventions

20. Using Images and Multimedia to Appeal to Character (Ethos)
Backgrounds
Makes a statement about your taste, personality, and common sense
How to make a bad impression – your background is too busy, or it makes the text difficult to read
Images and Photographs
Be APPROPRIATE
Be Inclusive and Diverse (If images of people)
Remember this for TW Handout!

21. Visual Arguments Based on Facts and Reason (Logos)
Organize information visually
Notice the Mercedes-Benz seat adjuster is designed – Simple and no instructions necessary
Visual arguments can work the same way
Use headings to guide your readers through your document
For long and complex pieces – use sub headings as well
Use font, size, and color to show related information within headings

22. Visual Arguments Based on Facts and Reason (Logos)
Visual arguments can work the same way
Plan how text should be arranged on a page by searching for relationships among items that should look alike
Use a list or a box to set off information that should be treated differently or for emphasis (you can also using shading or color for emphasis)
Place your images and illustrations carefully: Front and center positions are more important than something left on the side

23. Visual Arguments Based on Facts and Reason (Logos)
Use visuals to convey data
Some information is more effectively communicated through charts, graphs, drawings, maps, or photos
Pie Chart – Compares parts to the whole
Graph – Compares items over time or according to other variables
Diagrams – Draw attention to details
Maps – Show location or spatial relationships
Timelines – Show passage of time and events graphically

24. Remember to Check for Copyrighted Material!
Some documents or images (clip art, government documents) are in the PUBLIC DOMAIN
Meaning that you’re free to use them without asking permission or paying someone
Make sure images do not require you to ask for permission
ANYTHING YOU PUT ON THE WEB IS CONSIDERED PUBLISHED

25. German McDonald’s Ad (2010)
Take another look at the ad. After learning all about visual arguments, is your analysis any different?
HINT = Look at your questions

26. Feb. 21st What is the argument presented in this image?
Which questions from the handout can you apply to this image?
What are the answers to those questions?

27. Feb. 21st What is the argument presented in this image?
Which questions from the handout can you apply to this image?
What are the answers to those questions?

28. Feb. 21st What is the argument presented in this image?
Which questions from the handout can you apply to this image?
What are the answers to those questions?
*Model analysis in paragraph format

29. This is due tomorrow at the end of class!
Activity!
Find an advertisement that uses both verbal and visual elements. Analyze its argument using the questions handout. Then switch with a partner and analyze his or her ad. Compare your responses to the two ads.
Answer these questions below the two analyses:
What is different and what is the same between your analyses?
How do you account for these similarities and differences?
What effect does the audience have on the argument’s reception?
This is due tomorrow at the end of class!

30. Feb. 22nd What is the argument presented in this video?
Which questions from the handout can you apply to this video?
What are the answers to those questions?

31. Credits
Special thanks to all the people who made and released these awesome resources for free:
Presentation template by SlidesCarnival
Photographs by Unsplash
Watercolor textures by GraphicBurguer