Chapter 3 Decoding Visual Arguments ENG 102 Visual

Visual Arguments • Can be an advertisement, a chart, a graph or table, a

Thinking Critically about Visual Arguments • Goal is to understand the point that the

Visual Text versus Visual Argument • Visual Text – Presents information ▫ Does not

Reading Visual Arguments • Use Active Reading Strategies ▫ ▫ Previewing Careful Reading Highlighting

Comprehension Clues • The individual images that appear • The relative distance (close together

Appeals to Convince the Audience • Logos – logic ▫ Layout ▫ Text ▫

Identifying the Elements of a Visual Argument • Does the visual present information or

Highlighting and Annotating Visual Arguments • Focus your attention on the images ▫ Identify

Why plaid shirt? Everyman? Working man? Farmer? Main idea = GMOs are bad Pathos

Responding Critically to Visual Arguments • Critical Response ▫ Analyzes the ideas in a

Questions for Responding to Visual Arguments • In what source did the visual appear?

Questions for Responding to Visual Arguments Continued • What position does the visual take

Writing a Critical Response to a Visual Argument • • Identify the source of

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Chapter 3: Decoding Visual Arguments ENG 102

Visual Arguments • Can be an advertisement, a chart, a graph or table, a diagram, a Web page, a photograph, or a painting • Can take a position and offer evidence to support the position • Position and evidence are communicated through images rather than words

Thinking Critically about Visual Arguments • Goal is to understand the point that the creator of the visual is trying to make • Need to understand how the message is conveyed • Need to evaluate whether or not the methods used to persuade the audience are logical and fair ▫ Effective?

Visual Text versus Visual Argument • Visual Text – Presents information ▫ Does not take a stand • Visual Argument ▫ Takes a stand

Visual Text Apple

Visual Argument

Reading Visual Arguments • Use Active Reading Strategies ▫ ▫ Previewing Careful Reading Highlighting Annotating • Evaluate ▫ The main idea or message ▫ The purpose ▫ The intended audience • Clues ▫ Text ▫ Images

Comprehension Clues • The individual images that appear • The relative distance (close together or far apart) between images • The relative size of the images • The relationship between images and background • The use of empty space • The use of color and shading ▫ Example: contrast between light and dark • If people are pictured, their activities, gestures, facial expressions, positions, body language, dress, and so on

Appeals to Convince the Audience • Logos – logic ▫ Layout ▫ Text ▫ Evidence • Pathos – emotions ▫ Images • Ethos ▫ Spokesperson ▫ Brandname

Identifying the Elements of a Visual Argument • Does the visual present information or take a stand? • What is the main idea of the visual? • What elements in the visual support the main idea? • If text is used, are the words necessary? • What purpose does the visual seem designed to achieve? • What kind of audience is the visual aimed at? • How does the visual appeal to logos, pathos, and/or ethos? • Is the visual effective? Is it likely to have the desired effect on its intended audience?

Highlighting and Annotating Visual Arguments • Focus your attention on the images ▫ Identify key images �Star, box, and/or circle them �Draw lines or arrows to connect related images ▫ Comment on the effectiveness of individual images in communicating the message of the whole �Can be comments or questions

Why plaid shirt? Everyman? Working man? Farmer? Main idea = GMOs are bad Pathos = Scared Expression “Patent pending” – Emphasizes invention – not natural

Responding Critically to Visual Arguments • Critical Response ▫ Analyzes the ideas in a text ▫ Expresses your reactions to them • Rely on your highlights and annotations ▫ Help you understand the ideas ▫ See how words and images work together to make a particular point

Questions for Responding to Visual Arguments • In what source did the visual appear? ▫ What is the target audience for this source? • For what kind of audience was the visual created? ▫ Hostile? Friendly? Neutral? • For what purpose was the visual created? • Who (or what organization) created the visual? ▫ What do you know about the background and goals of this person or group? • What issue is the visual addressing?

Questions for Responding to Visual Arguments Continued • What position does the visual take on this issue? ▫ How can you tell? ▫ Do you agree with this position? • Does the visual include words? ▫ If so, are they necessary? ▫ What points do they make? ▫ Does the visual need more—or different—written text? • Does the visual seem to be a refutation (an argument against a particular position)? • Is the visual effective? Attractive? Clear? Convincing?

Writing a Critical Response to a Visual Argument • • Identify the source of the visual Identify the purpose of the visual State your reaction to the visual Examine the elements of the visual one at a time ▫ Consider how effective each one is ▫ Consider how well the various elements work together to create a convincing visual argument • End with a concluding statement that summarizes your reaction