Visual Rhetoric
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Visual Rhetoric Reading & Writing. Visual Rhetoric Reading & Writing. Definitions Visual Literacy: Your awareness of the importance of visual communication and your ability to make meaning out of images and graphics. Analysis:

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Visual Rhetoric

Reading & Writing


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Visual Rhetoric

Reading & Writing

  • Definitions

    • Visual Literacy:

    • Your awareness of the importance of visual communication and your ability to make meaning out of images and graphics.

    • Analysis:

    • To break things down into their parts, to examine the parts carefully, to look at relationships among the parts, and to use this knowledge to better analyze the whole.


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Visual Rhetoric

Reading & Writing

  • Definitions

    • Rhetoric:

    • The art / study of writing or speaking as a means of persuasion.

    • Rhetorical Effect:

    • When an images moves us emotionally or intellectually.

    • Visual Rhetoric:

    • The ability of images to persuade and influence the emotions, views, and behaviors of viewers.


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Visual Rhetoric

Reading & Writing

  • Images have “designs” on us

    • They urge us to:

      • Buy things

      • Go places

      • Alter our behavior

      • Usually they play on our desires, fears, wants, values, and needs as consumers.

    • Ads help construct our:

      • Cultural values

      • Self-image

      • Sense of what is normal or ideal

      • Ideas about gender, race, and class


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Visual Rhetoric

Reading & Writing

  • Parity Products

    • Products that are roughly equal in quality to their competitors and can’t be promoted through any rational or scientific proof of superiority.

    • Example: Deodorants, cereals, soft drinks, toothpaste, jeans, etc.

    • Companies need to use clever strategies to sell parity products.

    • Companies need to break the cycles of consumer loyalty.

    • Companies need to get consumers to identify some aspect of their personality with the product.


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Visual Rhetoric

Reading & Writing

  • Use of Celebrities and Models

    • Companies use celebrities and models to sell their products.

    • Be like your favorite star. For example: Paris Hilton perfume.

    • Companies who market products by using celebrities recognize our desire to be famous, or to emulate a famous person’s style/lifestyle.

    • Using ultra-attractive models plays on the consumer’s insecurities.

    • If I purchase this product, I will be beautiful and successful. If I use this type of face wash, I will have a wonderful and fulfilling life.


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