1. Activity 1.11: exploring visual rhetoric

2. Learning targets
To examine PERSPECTIVE and SYMBOLIC IMAGES in print ads
To explain how advertisers use composition and rhetoric to persuade viewers

3. shots and framing

4. Establishing shot: establishes setting or shows transition between locations

5. Long shot (aka full shot): from distance, full body; shows isolation or vulnerability

6. Medium shot: most common; waist up. Used to ground the story

7. Close up: takes up 80% of frame

8. Extreme close-up

9. Two-shot: includes 2 people equally; used for love scenes or important interaction

10. Camera angles

11. Eye level: taken from normal height; most common angle (90-95% of shots)

12. High angle: gives the appearance of weakness, powerlessness, being trapped

13. Low angle: from below; subject looks larger, stronger, more powerful; threatening