1. Today’s Goals Evaluate unit 2 learning goals
Introduce strategies for visual analysis theses
Evaluate sample VA student essays

2. Quiz 3
(Content removed)

3. Visual analysis- overview
Introduction
Hook
Thesis
Forecasting
Body
Rhetorical appeals: ethos, pathos, logos
Rhetorical context: purpose, intended audience, genre
Image and copy
Mirror and window effect
Compositional features: Lighting, framing, color, focus, characters, roles, background, props
(Note: you do not have to talk about all of these items in your essay. Select the ones that are most important for your advertisement)
Conclusion
Transition
clincher

4. Visual analysis- thesis strategies
Visual analysis purpose:
Analyze the visual rhetoric strategies in a successful ad and explain why those strategies were successful
You should mention the ad specifically by name
You should mention the dominant or most powerful visual rhetoric strategies in the thesis
Keep clarity and credibility in mind, as with the rhetorical analysis
You do NOT need to provide an evaluation of the ad

5. Class discussion- sample visual analysis theses
“The 2012 Charmin TV commercial is successful and has great pathos”
“The ad uses strategic compositional features and mirror effect”
“The 2010 Budweiser Superbowl ad used humor and imagery to build brand image”
“The 2013 Lifelock billboard ad has strong ethos with the CEO’s picture and detailed logos in the copy”

6. Group Activity – Sample VA Analysis
In groups of 2-5 students
Read through the sample VA essays online and answer the following questions:
What is the essay’s hook? How does it grab the audience’s attention?
What is the essay’s thesis? Does this thesis seem acceptable given the criteria we have discussed in class?
What are the topics for each of the body paragraphs?
Have you seen this advertisement before? If not, view it online. Are there any other visual rhetoric strategies not mentioned in the essay that seem prominent?

7. Homework
Select an advertisement or commercial for use with your Visual Analysis essay
Must be a current ad (created/published in the last 5 years)
Bring a printed or electronic copy with you to class on Wednesday
Ads with more material will be easier to analyze and have more to discuss
Commercials/video ads can be more difficult (as there is often too much information for a short essay)
Research the context/history of the ad is not required but can be helpful