1. Objective: We will analyze visual texts in order to understand how images create rhetorical effect.

2. Juxtaposition The deliberate placement of ideas or items next to each other, typically in order to make a comparison. Why might this idea be helpful in advertising? What else could be compared other size?

3. Cropping:
The removal of outside material in order to better frame an image and/or emphasize content. Why might this be helpful in advertising?

4. Lighting:
The use of an actual or artificial light source to accentuate or dramatize content of image.

5. Color Scheme:
Selecting and applying colors that correlates with the thematic content of the image.

6. Background/Foreground:
Blurring or enhancing material in the background or foreground.

7. Facial Expressions/Body Language: Relying on nonverbal cues in order to convey emotion

8. Angle of camera:
Using the camera to emphasize viewer’s perspective, size, distance, etc

9. Font:
Altering the style, color, size of the text in order to emphasize thematic content in the image

11. The Debate:
Did Vogue perpetuate racial stereotypes about black male athletes with this cover and was the similarity to the King Kong poster intended?

12. Background/Foreground Facial expressions/body language Angle Text/font
TECHNIQUES
Juxtaposition
Cropping
Lighting
Color scheme
Background/Foreground
Facial expressions/body language
Angle
Text/font

13. Optional In-class Writing Assignment
1. Choose a magazine advertisement that targets a particular audience and uses at least four of the visual techniques discussed in class to sell the product. You may use a computer program, collage, draw, etc. in order to create this piece Define the message of the advertisement. Provide an explanation for your choices. Identify the intended audience for this magazine and explain how the techniques you have observed would persuade this audience. Consider what information is left out of this assignment. Staple the advertisement to the paper you turn in.
TECHNIQUES
Juxtaposition
Cropping
Lighting
Color scheme
Background
Facial expressions
Body language
Focus
Angle