1. AP English Language Jackson
Visual Rhetoric
AP English Language
Jackson

2. Everything’s an Argument
Visual rhetoric is a form of communication that uses images to create meaning or construct an argument.
We see and hear arguments everyday. What we should eat, how we should dress, the stores we should shop at, the music we should listen to, the technology we “must have.”

3. Claim & Warrant
A claim is the central point. The statement the author wishes to prove.
The data is the grounds, support, or evidence
A warrant is a statement of value or belief which links the claim(s) to the data.
Most of the time warrants are implied.

4. Warrant: You want strong bones and a healthy body.
Claim: You should drink milk.
“My power to regenerate might be top secret but my ability to re-energize is simple. Milk has protein to help build muscle and a unique mix of nutrients to help you refuel. So eat right, train hard, and drink low fat milk. That’s just common mutant sense.” Got Milk?

5. Types of Claims
A claim of definition: Explains what something means. Example: think of all the times there is a fine print or an asterisk.
A claim of value: Judges some quality. So you’ll think something is “pretty” or “healthy” or “new and improved.”
A claim of cause: links an effect with a reason for it.
A claim of policy: suggests a particular course of action.
Keep in mind that there is a lot of overlap. Most ads, for example are a claim of policy because they are trying to convince you to purchase something.

6. Images have Context too!
Location, format, and audience make up the immediate context for a visual argument.
Example: This cartoon wouldn’t make sense unless you were familiar with the two levels of context.

7. Your Turn
What levels of context does the audience need to be familiar with?
Cultural contexts of Christianity: Adam and Eve, Garden of Eden.

8. Political Cartoons Subject Speaker Audience Context Purpose Ethos
Although political cartoons are often satiric, they may also comment without any hint of sarcasm or criticism. (Below: Cartoon by Tom Toles in Washington Post.)
Subject
Speaker
Audience
Context
Purpose
Ethos
Logos
Pathos

9. Group Activity We’ve been holding it open since 1955.
As a group determine the following:
Subject
Speaker
Audience
Context
Purpose
Ethos
Logos
Pathos
Write the information in your personal spiral in the Notes section.
We’ve been holding it open since 1955.