This resource covers how to write a rhetorical analysis essay of primarily visual texts with a focus on demonstrating the author rsquo s understanding of the rhetorical situation and design principles. contributors: mark pepper, allen brizee, elizabeth angeli last edited: 2010 04 17 0:20

definition and goals of visual/rhetorical analysis

a visual document communicates primarily through images or the interaction of image and text. Just as writers choose their words and organize their thoughts based on any number of rhetorical considerations, the author of such visual documents thinks no differently. Whether assembling an advertisement, laying out a pamphlet, taking a photograph, or marking up a website, designers take great care to ensure that their productions are visually appealing and rhetorically effective. The goal of any rhetorical analysis is to demonstrate your understanding of how the piece communicates its messages and meanings. One way of looking at this process is that you are breaking the piece down into parts.

By understanding how the different parts work, you can offer insights as to the overall persuasive strategies of the piece. Often you are not looking to place a value judgment on the piece, and if there is an implicit or implied argument you may not be ultimately taking a side. It rsquo s worth asking then: is rhetorical analysis of visual documents any different than this basic description? yes and no. Sometimes you will encounter an interplay of words and images, which may complicate the number of rhetorical devices in play.

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Additionally, traditional schooling has emphasized analysis of certain texts for a long time. Many of us are not so accustomed to giving visual documents the same kind of rigorous attention. We now live in such a visually dominated culture, that it is possible you have already internalized many of the techniques involved with visual communication for example, every time you justify the text of your document or use standard margins, you are technically using visual rhetoric.

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That said, writing a rhetorical analysis is often a process of merely finding the language to communicate this knowledge. Other times you may find that looking at a document from a rhetorical design perspective will allow you to view it in new and interesting ways. Like you would in a book report or poetry analysis, you are offering your ldquo reading rdquo of the visual document and should seek to be clear, concise, and informative. Do not only give a re telling of what the images look like this would be the equivalent of stopping at plot summary if you were analyzing a novel. Offer your examples, explain the rhetorical strategies at work, and keep your focus on how the document communicates visually.

When thinking about literacy, images and graphics are not usually the first things that come to a person's mind usually, the word is used to describe written literacy, or the ability to read and write. However, literacy is a person's ability to understand and synthesize information that may come in many forms, including that from images, or the language of design. With the increase of visually based literacy technologies such as television, videos, and the internet, visual literacy is becoming even more of an important aspect in our every day lives. This web site is intended to convince potential customers to purchase a home security system from brinks. The blue and white color scheme of the logo is carried throughout the rest of the page providing visual continuity.

Four main picture areas are prominently displayed, each with their own description and color to clearly differentiate between the main topics. There is other information below the main tabs, including links and a brief statement. This information does not take up as much room on the screen and is nearer the bottom both of these style elements indicate that this content is of less importance and thus give the visitor a clearer indication to focus on the four main images above. The image in the first tab shows a man with a headset on, apparently speaking to a client. This is an example of pathos, producing in the viewer a sense of personal responsibility and reliability on the part of brinks. In the second tab is a photograph of an inviting home with warm light streaming out of the windows.