Paper Two – Visual Argument Analysis (15%)
3 – 5 pages in length (typed, double – spaced, 12 point fonts)
Due dates: 1) Workshop – 10 / 1 / 2019
2) Final Draft – 10 / 3 / 2019
The Assignment
In our visually oriented society, arguments commonly contain (and are made through) visual elements, often strategically placed to enhance logos, pathos, and ethos. Visuals also strengthen an author’s authority and credibility by providing important information in support of his or her argument. Thus, for Paper 2, you will find some visual which makes or supports an argument and analyze it objectively writing in the Objective Third Person point of view. For this assignment, “visuals” may be understood to include (but not be limited to) advertisements, photographs (recent or historical), drawings, paintings, sculptures, graphics (of all types, e.g. tables, charts, graphs, etc.), web pages, posters / fliers, pamphlets, a video (of no more than 3 minutes), a computer generated image or animation, and opinion – editorial /political cartoons. If you choose an ad, do not review the product the ad is selling; analyze the image itself. You may choose a single image or 2 or 3 images from different times which depict the same theme and analyze how the attitude toward the subject has changed over time.
One reason visuals play an important role in argumentation is because readers generally respond to them much more quickly than to written arguments. Even though visuals can be given a logical or thematic sequence, they can be subtly manipulated for optimal effectiveness, which makes them tailor made for bias by the author / artist / sponsor. To be a critical and objective reader of visuals, therefore, you must be a critical and objective reader of arguments. Also, consider “The Law of Unintended Consequences”; even though a visual was created for a specific purpose, did it provoke a completely unexpected or exactly opposite response? If so, why?
Planning
To understand how visuals work and to analyze the way visuals attempt to persuade, you must ask questions about specific aspects of form and design. Objectively analyzing a visual argument inherently involves looking at the artistic elements which the author / artist chose in composing the visual, how these choices affect the argument, and the extent to which logos, pathos, and ethos are used. Here are four basic design elements to consider when analyzing your visual and its argument.
1) Fonts – choice of font, size, boldface, italics, underlining, all caps, small caps, highlighting /
shadowing are all elements of making points and conveying emotional impact by
drawing readers’ attention to certain places in the visual.
2) Layout – especially important for creating visual appeal, e.g. page size and type of paper (if
in print), proportional relation of image(s) / text / white space, use of headings and
highlighting, and arrangement of text.
3) Color – Is an image in black and white (when it could be in color)? Is color used for
decoration to create appeal? functionally to illustrate relationships? realistically for real world
association? aesthetically / artistically to evoke emotions or a particular response? What are
the symbolic meanings of the colors the author / artist chose?
4) Main Image(s) – If there are two or more images, what is the relationship between them? If
there is only one image, what is the relationship to the text accompanying it (if any)? How is
/ are the image(s) arranged in relation to each other?
Obviously, each of these elements interact and combine to advance the argument by helping to give the visual its overall meaning and impact. Remember, visuals (especially professionally created ones) designed for argument are deliberately composed for maximum effect in often very limited spaces in their publications.
Organization
Like the movie review from Paper 1, you must give some basic information in your text about the visual you have chosen. This includes 1) the author(s) (if given), 2) the title (if there is one), 3) the name of the source containing the visual, 4) its publication medium (print or web), and 5) the date of publication or posting.
Following “The Elements of Argument” in Practical Argument Chapter 1 (pp. 24 – 27), an outline along these lines could be used for this assignment.
I) Introduction – give the basic information about the visual. You may wish to include such
details as a description of the image, how it was created, the author / artist’s purpose
in creating the visual, any relevant background about the author / artist, and any
controversy the visual may have caused. The thesis will be your position on what
argument you believe the visual is making.
II) Body – support your thesis with at least three (3) ideas which support your interpretation of
the visual’s argument using your criteria.
III) Conclusion – restate your thesis in different words so that it reinforces your interpretation.
You might also compare the initial reaction by readers’ who first saw the visual with your
own ideas or contemporary interpretations, compare the visual to other similar images, or
tell how the visual is representative of the publication where it appeared or of the company
that created it.
Unless your visual is older with a history of interpretation, a Refutation section may or may not be applicable; use your judgment based on the information you find in your research.
Finally, some questions to consider about your visual include
1) Audience – Who is the target audience of the visual? How was the visual composed to make
its argument to this audience?
2) Argument – What is the specific argument the visual makes or supports? Does the visual
make this argument clearly or is there confusion over the point?
3) Design Elements – Did the visual’s design and layout capture the readers’ attention? Did the
design elements create a strong impression which helped to convey the argument? Did the
visual and verbal elements work together to help convey the argument or did they appear
mismatched or ambiguous?
4) Images – Did the visual(s) primarily appeal to logos, pathos, or ethos? How? How was the
author / artist’s authority and credibility established by the image? Was it established?
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