1. Visual Literacy
What do YOU see?

7. …urge us to alter our views
Images…..
…urge us to believe ideas,
…urge us to go places,
…urge us to alter our views
or behaviors.
…urge us to buy things,

8. But how do they do it? Key word: Rhetorical effects
-images must move us emotionally or intellectually (ethos, pathos, or logos) to convince us. But in order to that, certain photographic techniques must be applied.

9. Distance of camera to subject
CAMERA TECHNIQUES
Distance of camera to subject
Orientation of image & camera angle
Eye gaze
Point of view (subjective vs objective)

10. Compositional Features
Settings, furnishings, props
Characters, roles, actions
Context (image is a part of something)
Relationship between image and text

11. Advertiser Goals & Strategies
Key Word: Audience
What kind of consumers are they appealing to?
What are the audience’s needs, values, desires, hopes, etc.?
Age, sex, income, profession

12. Time for some Visual Analysis