In the article we read from Ann Hodgeman, she takes a satirical look at the use of advertising used to persuade people to purchase particular brands of dog food. Read the post below, or/and view the powerpoint for an explanation on how to analyze visual rhetoric.  Then follow the bolded instructions at the bottom for your assignment.

Click here for the powerpoint over the Visual Analysis of Rhetoric

 

We come across many images on a daily basis, but we rarely stop to think about what those images mean or about how they persuade us. Yet, images have power, which is why we need to understand how to analyze them. When you’re analyzing an image to understand the message it portrays, this is called visual rhetoric. Visual rhetoric is a means of communication that uses images to create meaning or to make an argument.

The first thing to consider when breaking down, or analyzing, an image is the rhetorical situation: the audience, context, andpurpose. Each of these elements is essential in order to understand the message an image portrays. It is important to remember that you can analyze all different types of images, including advertisements, Public Service Announcements (PSAs), websites, paintings, photographs, and more. Here, we will look at an advertisement:

Audience

The audience consists of who is being targeted by the author, designer, or creator. In the above image, it appears that the audience is men. How do we know this? Not only is the person running in the background a man, but the color of the watch and the size of the watch face indicate that the watch is likely a man’s watch. Of course, women could indirectly be an audience, too, since they might want to buy this watch for someone or wear it themselves. In addition, the audience might be male athletes or outdoor enthusiasts. If you pay close attention to the watch features, it includes North, South, East, and West orientations; it is digital with various modes that likely include a stopwatch, and it has a light for when it is dark. All of these features are likely to appeal to outdoors types, athletes, or both.

Context

The context includes any background information that will help you understand and analyze an image. In the above image, the most important context is that the watch is a Pro Trek watch. If you did some research, you would find out that Pro Trek watches are part of Casio, an electronics manufacturing company. Knowing that Casio is an electronics company, we might assume that they value functionality over aesthetics; therefore, this might be the reason why the above watch is not very decorative or complex, but is still the focal point of the image. This is because Casio wants to feature the watch’s functionality.

Purpose

Purpose refers to the overall goal for creating an image. With advertisements, that goal is fairly easy to understand. Advertisements are almost always made to sell items. In our example image, the purpose is to sell the Pro Trek watch.

There are many other strategies to consider when breaking down an image. It’s always important to consider the rhetorical situation first, since that will help you interpret the purpose of the other strategies the designer uses. Then, you can begin to interpret the other persuasive techniques that influence the overall message of the image, including the tone, arrangement, text, typography, and color.

Tone

In literature, tone refers to the author’s attitude toward the subject. So, with regard to images, tone can also refer to the photographer/artist’s/designer’s perspective on the issue. In our image above, the tone is a bit hard to interpret. However, the fact that the watch is focused and up close while the background image of a person is blurred gives us a clue: it seems that the designer is portraying that the wearer of the watch is not that important. The watch is what’s significant. Perhaps the message is that anyone can wear these watches. Whether or not this is an effective approach to selling the watch is up for debate!

Arrangement

Arrangement refers to the placement of images, graphics, and text in an image. There are two key elements of arrangement—location and scale. Location refers to where a text or image is placed, whereas scale refers to the relative size of the visual components.

Location

Typically, our eyes scan an image, text, and/or webpage from left to right and from top to bottom. The designer of this advertisement has placed the Pro Trek logo and the image of the watch to the right side of the page—top and bottom, respectively. If the designer wanted our eyes to go to the logo first, he or she probably should have placed the logo at the top left corner so our eyes would catch that logo first. However, because the size of the watch is so large, it is obvious that the focus is the watch. This brings us to the term scale.

Scale

As discussed, image of the watch is both large and focused (compared to the blurred image of the man). Thus, the scale of the watch (its size in relation to everything else on the page), along with the sharp focus, indicates that the designer wants to viewer to focus on the watch, ensuring that viewers can see all the neat features this watch has to offer, while not getting distracted by other text or images.

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Text

Text is another important element to analyze, assuming an image includes text. If it does, the text is obviously there for a purpose. Now, the only text on this advertisement is the company logo. This is obviously there for the purpose of showing viewers what type of watch it is so they can find it online or in a store. However, it is possible that this image could have been more effective if it included a catch phrase like those we often see in print ads or in commercials (think of Skittles’ “Taste the Rainbow” or Subway’s “Eat Fresh” slogans). If you see an image with text, consider the connotations of the words, the possible underlying assumptions of the phrase, and the effect the words are meant to have on the audience.

Typography

Typography refers to the font size and font type choices that are made in a visual composition.

Font Size

Notice that the font size of Pro Trek is actually smaller than the time indicated on the watch! This seems to actually reduce the importance of the company as compared to the importance of the watch itself. Do you think this is an effective visual strategy to persuade the audience to buy a Pro Trek watch?

Font Type

The font type we see with the words Pro Trek is strong, bolded, and in ALL CAPS. Since this advertisement is for a men’s athletic watch, the STRONG, SERIOUS FONT TYPE is probably more effective than a silly or playful font type.

Color

Color choices can really affect your audience, too. Colors can have different meanings (connotations) that implicitly portray a message. Colors can also enhance or detract from an image’s readability depending on the level of contrast used.

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Connotation

Notice that this advertisement has red hues in the background and orange/yellow hues in the background and on the watch. The orange/yellow hues from the background tie in nicely with this same color in the watch, creating a sense of coherence that makes the design feel professional and therefore convincing. The red hues could connote warmth, raising the heart beat, getting the blood pumping, which all symbolize that the watch is effective for athletes.

Readability

You also should think about practical concerns with color, such as whether or not the text color is contrasted well enough with the background so that it is readable.

 

Ultimately, the image we have just broken down has both effective and ineffective rhetorical effects (persuasive effects). For instance, the absence of a catchy phrase might detract from its persuasiveness, or the blurred image of the man might indirectly signal that the company cares more about the watch than who its users are. On the other hand, though, the absence of text might send the message that the watch is so amazing it speaks for itself. The blurred image might simply reflect the movement of a man running, further emphasizing that this man is using the watch for athletic purposes. These decisions about the effectiveness of each strategy really depend on your individual analysis of the image. This is how you will make an argument about its effectiveness. While the above terminology will be helpful for analysis, regardless of the terminology, the most important thing to remember is this: visuals portray meaning, just as language does. If you take the time to understand the strategies used in images to create meaning, then you will become a stronger critical thinker, understanding how images are persuading you on a daily basis.

 

I would like you to find an example of visual rhetoric being used in advertising or PSAs. Select and image and post the direct link to it in the comments section below, with an detailed analysis of the rhetorical devices being used in the advertisement and whether or not you think it uses these to effectively or ineffectively achieve its purpose. You analysis should cover all the elements discuss in this post for visual rhetoric, and should be at minimum of one 6 sentences – though a well done analysis may be longer.

You must also comment on two classmates’ posts, engaging them in discussion of the analysis and the rhetoric used in the ad they have found. 

39 comments

  1. In this ad, there is a great deal of rhetoric being used in order to achieve the purpose of making people feel like they need this mascara. The first thing that’s noticed is the girl’s face. She has flawless skin and makeup, especially in terms of her eyelashes. The color and shine of her face makes it stand out over the monochrome, blurry background images. From seeing this, it is obvious that the target audience is women who like cosmetics.
    The text used in the ad is in all caps, making it look very modern and professional. The name of the product, “Lash Stylist”, is bolded. The tone being used is enthusiastic, saying “Don’t just apply: Style your lashes!” The advertisement is saying that other mascaras are inferior to this one, where the wand is different and you can “style” instead of “apply”. The wand is then enlarged and placed in the center of the right side, where you can clearly see a difference from regular mascara wands. Below the wand, there’s a detailed explanation of the mascara, with the words “V-Styling Comb”, “Sculpt”, and “Open-Eyed Look” all boldened and enlarged. The logo “Maybelline” is all the way across the bottom, and the biggest word on the page. This makes sure the person looking at this advertisement knows the company who made the mascara, as it is one of the first words you notice. Under this is the catch phrase of the company, “Maybe she’s born with it. Maybe it’s Maybelline”. All of this text is in white, different than the other text on the page being in black. It is still effective however, due to the colors near the bottom of the page being darker, so it’s still legible. All of this contributes to making cosmetic women feel the need to buy this mascara, and makes this advertisement very effective.

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  2. “La Parle Obesity”
    FROM THE VIEW OF 21ST CENTURY FEMALE:
    From the view of a young woman living in the early 21st century, this ad is no way effective. The ad is small and uses a dull, black font with hardly any variation in the size of the wording. This makes the ad seem less eye-catching, and less appealing. Also the border surrounding the ad is shoddy and looks rather uncouth. If the maker of this ad wanted to really try and appeal to middle-class women (stated by the $2.00 price shown at the bottom, lower-class women during this time would not have been able to afford such luxuries with the salaries they made.), they should have used a more elegant and intricate border, such a one with spirals or laced-themed edges. Besides a poor appeal to aesthetics, the image shown is rather exaggerated and poorly drawn. Fine, fatty food was a luxury during this time period (the 1920`s) so most women were rather thin, an “obese” woman (as shown in the image), would have been a rather uncommon sight. Therefore, the image is an inaccurate use of visual rhetoric.
    Besides the shoddy border and displeasing font, the ad also makes ab ineffective attempt to appeal to logos. It states that using the soap melts the pounds away, without any type of diet or exercise. But, where are the statistics, the research, and the testimonies? Oh, that`s right, you have to send for them, or order a book of them. Like, seriously? A reputable seller would have placed the testimonies on the ad, for a reader to have quick assurance that the product was reliable. Finally, the maker of the ad, decides to place “FAT IS FOLLY” at the top of the page in an attempt to grab the reader`s attention. While this is in fact successful in achieving its purpose, the alliteration is rather derogatory. According to the context of this ad, to be overweight is to be associated with being undesirable, and an outcast in society which promotes insecurities and anxieties that many women face today.
    So, in conclusion, this ad is ineffective. At least by today`s standards.

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  3. https://www.google.com/search?q=la+parle+obesity+soap&source=lnms&tbm=isch&sa=X&ved=0ahUKEwie2ankzsPKAhVIOSYKHViSB8kQ_AUIBygB&biw=1366&bih=659#imgrc=4vqq23o6YBlTAM%3A

    “La Parle Obesity”
    FROM THE VIEW OF 21ST CENTURY FEMALE:
    From the view of a young woman living in the early 21st century, this ad is in no way effective. The ad is small and uses a dull, black font with hardly any variation in the size of the wording. This makes the ad seem less eye-catching, and less appealing. Also the border surrounding the ad is shoddy and looks rather uncouth. If the maker of this ad wanted to really try and appeal to middle-class women (stated by the $2.00 price shown at the bottom, lower-class women during this time would NOT have been able to afford such luxuries with the salaries they made.), they should have used a more elegant and intricate border, such a one with spirals or laced-themed edges. Besides a poor appeal to aesthetics, the image shown is rather exaggerated and poorly drawn. Fine, fatty food was a luxury during this time period (the 1920`s) so most women were rather thin, an “obese” woman (as shown in the image), would have been a rather uncommon sight. Therefore, the image is an inaccurate use of visual rhetoric.
    Besides the shoddy border and displeasing font, the ad also makes ab ineffective attempt to appeal to logos. It states that using the soap melts the pounds away, without any type of diet or exercise. But, where are the statistics, the research, and the testimonies? Oh, that`s right, you have to send for them, or order a book of them. Like, seriously? A reputable seller would have placed the testimonies on the ad, for a reader to have quick assurance that the product was reliable. Finally, the maker of the ad, decides to place “FAT IS FOLLY” at the top of the page in an attempt to grab the reader`s attention. While this is in fact successful in achieving its purpose, the alliteration is rather derogatory. According to the context of this ad, to be overweight is to be associated with being undesirable, and an outcast in society which promotes insecurities and anxieties that many women face today.
    So, in conclusion, this ad is ineffective. At least by today`s standards.

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  4. In this ad the illustrator tries to explain to his audience, basically everyone, that as deforestation occurs that less oxygen, a vital part of our survival, will be in our atmosphere. We humans and animals need oxygen to thrive. He gets his point across by shaping a forest into a pair of lungs; part of a lung has been demolished by humans (deforestation). These lungs symbolize two things: 1.A living creatures lungs beginning to deteriorate due to the lack of oxygen in our atmosphere because of deforestation or 2.The visual representation of Earth’s lungs beginning to disappear as we slowly kill her by destroying nature. Not only are the trees being destroyed but the rivers that run through the large mass of trees are drying up as well. You could compare these rivers to the Earth’s veins, again we are killing the Earth; as we humans overpower nature we tend to destroy everything in our path. Not only are we slowly but surely slaughtering the Earth we are killing other species that depend upon what we destroyed.
    There are only four white small words in the bottom right-hand corner of the picture ‘Before it’s too late’. The artist is trying to convince the public that we need to stop shredding everything in our way. The illustrator relies mainly on the picture to get his message across which is why he makes the words so small.
    I believe this ad to be effective because of the symbolism used in the picture. The symbolism is easy to spot making it understandable to practically everyone that comes across this ad.

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  5. The purpose behind this ad is to stop deforestation because approximately 18 million acres of forest is lost every year to deforestation. We cut down trees to increase the land available to us, but while doing so we also take away the very land that many wild animals live on. The ad depicts this message by placing a chopped down tree with a chopped up animal lying on top of it in the center of the picture. The illustrator used no words in his ad relying on his graphic image to get his point across. He wants to inform his audience, anyone really, that while we cut these trees down we also damn the wildlife, that inhabit these places, to die. The majority of color used in this ad is green to illustrate how pure and alive nature is; the little use of red puts a spotlight on the dismembered and dead animal. The artist of the picture tries to evoke a sorrowful response from his audience in order to get his message across. He uses this emotional appeal to persuade the public that we are killing off wildlife while we cut down forests.
    I believe the ad to be effective because the graphic image really imprints itself in your mind; you don’t expect to see a severed and bloody animal so casually laying about.

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  6. Panasonic’s “Stereo Lays an Egg!” advertisement is aimed at a group known as “audiophiles” (those extremely picky about audio devices), and uses both imagery and logos to achieve its purpose of selling the product. The main focus of the advertisement is the large picture of the woman reclining in the Audio Egg. The simple, two-tone room projects a feeling of serenity and quiet, optimal conditions for listening to music. The eye-catching contrast of yellow on red with “Stereo Lays An Egg!” allows the phrase to stick in your mind, increasing the chances of your buying the product. The phrases used to describe the Egg appeal to a sense of luxury as well, such as “deep-pile fake fur” and “Share your chamber”, both of which imply a sense of pomp. The layout, while stylish, is actually quite orderly, with the equipment images and color palettes all neatly aligned, and the descriptive text kept white or black. However, there is far more to this article beyond the visual aspect. The images of the audio peripherals in the bottom left appeals to the eccentric side of audio enthusiasts by incorporating technical words, model numbers, and part names that an average music listener would not understand. This move expands their market to “audiophiles” while additionally providing visual representation of what’s in the egg. Now, while the prices themselves aren’t relevant to the rhetoric, the asterisks following them are. The text at the bottom of the advertisement reads “Playboy Club Credit Keyholder may pay in convenient installments” which means that this advertisement was placed within an issue of Playboy Magazine. This provides a brand new perspective on the woman in the picture. Panasonic chose that woman to model in the chair to appeal to the largely male crowd that reads Playboy. This point is further supported by the fact that only the legs on the man in the loveseat are fully visible. The woman in the chair and the ability to pay in manageable installments are used to convince the readers of Playboy Magazine to purchase the Audio Egg. Panasonic skillfully used color, organization, appeal to technical language, and niche advertising to succeed in achieving its purpose.

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    1. Great analysis of the article. I looked at it for about 5 seconds and figured out the audience was “audiophiles”, so great work on identifying that easily. You definitely brought a new perspective to me about the true nature of the ad.

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  7. This Nike ad featuring one of the greatest basketball players of all time, Micheal Jordan, is appealing to young to middle age athletic people by sending a message that even the laws of nature can be broken when using Nike products. The ad sends this message by using Issac newton, a famous scientist who is known for creating the three laws of motion, as a representation of nature and by using Micheal Jordan to represent a human defying the laws of nature with the help of Nike products. It also uses very simple arrangement and typography to be sure that the audience clearly understands the meaning that the ad is expressing. The color of the plain black background is meant to help highlight and focus your attention on the text of the ad. Nike uses all these elements along with a confident tone to persuade the audience that Nike products will make them a better athlete.

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    1. I like your analysis of the ad`s delivery in terms of focusing on a younger audience. That shows you have a clear and deep understanding of the rhetorical devices used in the image. Nice job.

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  8. An older advertisement for Skinless™ wieners and frankfurters, its age can be seen in its simplistic color scheme and lack of actual people, using instead a comic-book style drawing regarding the wieners. Two children converse on the subject of wieners, and the number of allotted wieners allowed consumption per meal. To the right of the children, a grainy picture of the appraised wieners, drawing attention from the children to display the topic at hand. Not only is the product being shown, but they are joined by bacon, potatoes, and catsup sauce, creating a mouthwatering example of one of the many uses of wieners. Below the two images is the description, emphasizing the skinless nature of the wieners, accompanied by the brand name.
    My first thought upon viewing these colorful meat sticks was: “Wow, I’d like to try one of those wieners.” This is rather bizarre for me personally, as I am a vegetarian. Wiener-related thoughts are filling my head, and I feel compelled, upon viewing this advert, to eat Skinless™ brand wieners as soon as possible. They have succeeded in swaying me to want their wieners, and in making me want to go out and buy them. I feel conflicted, as this 1950s advertisement has almost destroyed my own beliefs of vegetarianism with its desirable wiener pictures. That in itself depicts the persuasive powers of brightly colored comic wieners.
    Concluding my response to old wiener endorsements, I’d like to express my thoughts of success regarding this image. Being unintentionally amusing, simplistic and easy to understand, I feel as though the image achieves its purpose of making the wieners seem desirable. These factors are favored by an audience of wiener eaters, as they’re right to the point, and they employ pictures of bright, scrumptious wieners to compliment the description.

    ~Phil Smiley

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    1. Great analysis of the skinless wieners, however, what do you make of the small footnote in the bottom right, “Buy U.S. War Bonds and Savings Stamps”? Would this have any impact on the audience’s purchase decision?

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  9. The WWF is targeted audience is everyone as a whole. They are looking to get everyone to see this ad so that deforestation can be stopped.
    The context behind this ad is that destroying the homes of other species for ourselves is literally killing other animals that inhabit this world just as we do.
    The purpose of this ad is to let people see what we are doing to these creatures and to let people stop what we are causing because its a lot worse than you think.
    The tone of this ad is sorrowful and depressing. Seeing what us as humans are doing to these animals is terrible to look upon and expresses a large amount of sad emotions within the audience.
    The arrangement of this ad is executed well. The location of the main image is in the dead middle to draw the most attention to the ad itself.
    The typography in this ad is small but large in idea. You see what is happening to these creatures and then you read the message behind. Its like the icing on the cake.
    The color is very bland for the background but the main image stands out from the background which is great./ Because your attention isn’t drawn to the background but to the main image instead.

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  10. In the Nike basketball advertisement, the overall purpose of the advertisement is to bring consumers to the website to purchase basketball merchandise. The intended audience is basketball players, and in order to attract them, Nike uses Kobe Bryant, one of the best basketball players ever, as the spokesperson for the advertisement. They also use a direct quote from him as part of the arrangement of the advertisement. In the quote, Bryant says how the “Zoom Kobe II” shoes help him elevate his game and allow him to play to the best of his ability. The audience sees this and knows how good of a player he is which makes them believe they can play better if they have those shoes. The advertisement brings focus to Bryant by placing him in a yellow color, but putting a black background that transitions behind him. Nike also puts the wings on his back to make the audience focus on him, and make him the first thing seen when you look at the advertisement. They use different size fonts and color to bring attention to certain words such as the title of the shoe, and the Nike check to show the company sponsoring the advertisement. The strategies used by Nike are effective in achieving their purpose of bringing attention to Kobe Bryant’s shoes and the other basketball merchandise on their website.

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    1. The analysis of the advertisement is strong with especially focus on the eye catching effect of it. Similarly, the analysis of the audience effectively identifies the audience and focuses on how this advertisement appeals to that specific audience. In addition to your analysis, a point of note is that the wings references the tagline supernatural. All things considered the advertisement is simple but relatively strong. Some issues with it include the obvious font size and color issue keeping the text from standing out and lacking any action that a name like “Zoom” would entail.

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    2. I agree with your analysis on this ad. I thought the ad was quite effective itself, because I’m not practically fond of basketball and I can understand why someone would want these shoes.

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  11. The purpose of this advertisement is to bring attention to Starbucks coffee, and to sell it, giving out the message that it is something you need everyday. The directed audience of this advertisement would mainly be directed to both men and women, particularly people who drink coffee on a every day basis. However, the picture suggests that the audience might be targeted more to women, since the legs coming out of the drink look more feminine, and the clothing and purse on floor might suggest it be a woman as well.

    The context of this image would be related to the Starbucks brand and what they stand for. When most people think of the best place to get coffee, Starbucks coffee is the first to come to mind, for it is widely the most popular. They are also known for their Frappuccino’s, one of their most popular coffee drinks, which is also the drink that is suggested in this advertisement.

    The tone of this advertisement is that you are happy when you have a Starbucks coffee. The arrangement of the image is a giant picture of the Starbucks drink in the middle, with text off to the side to show to the purpose of the advertisement. The designer of the advertisement set up the location of the images specifically so that the readers eyes catches the Starbucks drink first, and then gazes over to the text to understand the image all together. The text added to the advertisement makes a big difference, for it puts the advertisement together as a whole. The text added to this is “Here’s to the best part of your day!” suggesting to the reader that Starbucks is something you need everyday, thus making good advertisement. Also making that a good logo. The font size is just big enough for the reader to notice after seeing the main image, but not too big to take away from the attention of the drink, which is what the advertiser wants.

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    1. I like how you included the popularity of Starbucks and how that plays into the ad. Also how as a whole the ad makes it point with its orientation.

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  12. Author of comment: Walker

    Jeep’s 2012 Jeep Wrangler Sahara advertisement uses a vibrant yellow, its status as a winter x games sponsor, and the avalanche to suggest that the Jeep Wrangler Sahara is a vehicle designed for the adventurous and extreme drivers. The vibrant yellow coloring of the jeep stands out from the stark white of the snow and darkness of the shadow emphasizing how vibrant the color is which would appeal to drivers who live loud lifestyles that focus on standing out. The Winter X-Games logo at the bottom right of the page ties into the popularity of X-games and suggests that the jeep is made for people who like to live dangerously and enjoy extreme conditions. The image of the avalanche rolling down the mountain coupled with the text “Take on anything nature throws your way” not only reinforces the audience’s belief in the capabilities of the Jeep Wrangler Sahara when put in extreme conditions but also appeals to a wider audience by portraying the Jeep as if it could protect the passengers during dangerous situations. The usage of the Jeep logo in the advertisements adds credibility by using the Jeep brand name to make use of the reputation of the brand. Ultimately, the Jeep advertisement appeals primarily to the risk takers who would be interested in extreme sports but also appeals to a wider audience by suggesting the Jeep’s safety capabilities and utilizing the company’s reputation for producing vehicles that are durable and able to be driven safely in off road situations.

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    1. Your diction went along really well with your ad. I also liked the way you noted the boldness of the color of the Jeep.

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    2. Great diction in describing the ad. I like how you mention that the ad can easily relate to all audiences with its different capabilities.

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    3. When viewing this advertisement, one takes in several different situations. The bright Jeep stands out in the snow, as previously pointed out and is driving up the mountain. With the avalanche tumbling down towards the Jeep, one considers the safety behind the situation. The advertisement does a good job of portraying the safety the Jeep entitles anyone who is inside its doors. Overall, the analysis of the Jeep advertisement is well considered and constructed.

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    4. The ad to me had a lot of flow. Everything just seemed to fit the piece it was meant for. Lots of unity. Your analysis was great too.

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  13. This advertisement is effective in achieving its purpose of encouraging those who are uneasy about trying the new product to leave all their concerns and just buy it. The central focus of the ad is the orange M&M, the timid and fearful one of the group, and the pretzel; the color choice for the M&M relies on the context of the M&M’s and their personalities, which can be a risk by assuming everyone knows the orange M&M’s personality. However, this is fixed by the body position in the background schematic. In other words, the stance of the M&M in the schematic suggests that he is timid or afraid of this, and the schematic adds to the advertisement by being smaller than the central focus, but large enough to add to the purpose and answering the question posed: Is the pretzel going inside the M&M? The worker on the side of the ad shows this is a new product they’re putting out, so that helps bring out the overall mood and tone of the ad. The author is determined to push forward with this ad, evidenced by the worker’s face, but also a little questioning because he or she puts the orange M&M rather than another with a different personality. In conclusion, the ad does achieve it purpose and attracts the M&M lovers and new faces to the thought of trying something sweet and salty

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    1. I really liked the way you included the way the back ground played into the effectiveness of the ad! I also liked the way you used the outside information about their personalities.

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    2. Nice analysis and impressive diction, and I like your reasoning as to why this ad is effective, I would have never had gone into as deep of analysis of this picture as you did.

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    3. I am seriously impressed by your elevated vocabulary and use of diction. Also, you provided an intelligent, in-depth analysis of the ad that addressed things that I would’ve never caught onto. Nice job!

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    4. Impressive diction and elevated vocabulary. Also, you provided an intelligent in-depth analysis that addressed things I would’ve never picked up on. Nice job!

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    5. I am impressed by your elevated vocabulary and excellent use of diction throughout your analysis. You also gave an intelligent, in-depth analysis of the ad that addresses come really minute details that most people would have missed. Nice job!

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    6. I am really impressed by your use of diction and elevated vocabulary. You provide excellent turn of phrases as well. You also give an intelligent, in-depth analysis of the ad that addresses a lot of minute details most people would not have picked up on. Nice job!

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  14. The Adidas soccer cleats advertisement optimizes the space effectively by using various rhetorical devices to encourage soccer players to buy their product to be the fastest player on the field. Parallelism- accompanied by the larger, bolded, easy to read font- catches the viewer’s attention when first looking at the image. Scaling is also effectively used in this advertisement to draw the viewer’s attention to the cleat striking the ball instead of guiding their eyes to the defender in the background of the picture. The location of the details of the cleat is effective to an extent. The advertisement is meant to catch the attention of a person as they pass, say the window of the shoe store, and not give all the details of the cleat. One might want the details of the cleat, but the advertisement in itself does not give all of the details, but for the website purposes there is a link to more information. Adidas also makes sure the viewer knows whose shoe is being advertised. On all of their products, the trademarked three stripes are on the shoe, but in the far right side of the image, there is a block dedicated to the Adidas logo. While it does draw attention to the maker of the shoe, it is also a distraction to what the advertisement is really meant to do because the viewer should be more focused on the pride the company has of the cleat, not the maker. Over all, the advertisement achieves its purpose of effectively catching the viewer’s attention through the use of the various rhetorical strategies.

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    1. Good analysis; I agree with the placement of the specs being only there to draw viewers in. The trademark being present twice does ensure the manufacturer is known, and everything else is great.

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  15. In the Nike Arch Angel advertisement the intended audience would be dancers specifically ones that do pointe. The last thing the ad says in a small font is “Not your average point” this would be considered context due to the Nike Arch Angel is made to provide a better support for your ankles and to allow the foot to fit more comfortably than in your average point shoe. The purpose of this ad is to give out the idea of a Nike pointe shoe. As of now one does not exist but this helps Nike decide what the advantages are to making the shoes based on the reaction that comes with the ad. The tone would be a positive one, you see blue circles that slowly get larger as they get closer until finally a toe is in one, this shows that there was progress made and this is a step forward in pointe shoes. The arrangement of the ad would be how large the shoes are and they have spots of bright blue to catch your eye and this also pulls attention to the Nike logo on the shoe. Off to the right is also a bright blue Nike check and under that you see the name of the shoes, as you go down the font gets smaller. The location comes in along with the color when you pull up the ad you first see the blue check then your eyes drift to the shoe and the logos on them.

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    1. I love the advertisement you chose and how you can relate that back to what you love to do. You did a good analysis on the picture and its hidden messages!

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    2. I personally agree with your analysis of the rhetoric but believe that its effectiveness would be limited by restricting the target market to a small niche. Any established competition would prevail over the Nike brand name because Nike has never been involved in this field.

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    3. Very nice analysis. Did you notice the religious reference with the use of “Arc Angels” referencing “Archangel”?

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  16. http://wheretheclassroomends.com/wp-content/uploads/2012/01/obesity-Georgia-ad.bmp

    -The way the little girl’s picture is in black and white represents her sadness due to her weight.
    -The way the word ‘warning’ is in bright red and is capitalized is mean to depict the urgency of actions needing to be taken.
    -The way the little girl is standing depicts her unhappiness with herself. Her facial expression is one of sadness and anger; self-hate.
    -The quote “It’s hard to be a little girl if you’re not” is directed towards her size. The message trying to be sent is that because this little girl is obese, she’s not fully enjoying her childhood.
    -At the bottom of the ad it says “Stop childhood obesity”. The use of diction is significant to this ad. The word “childhood” sparks something in the audience that helps them relate to this little girl. It brings back memories of the audience’s own childhood, causing the audience feel some kind of sorrow for this little girl; helping prove the point that she’s not enjoying her childhood because she’s over weight.
    -The words “childhood obesity” also addresses the issue of being obese in our society. Many believe that obese adults were also obese children, which causes the audience to believe that if they don’t help their children stay healthy now, they’ll be obese for the rest of their lives.
    -The words “little girl” also appeals to the audience. Most people associate the words “little girl” with images of a little girl learning to ride her bike, or sitting on her dad’s shoulders; normal “childhood experiences. The creator of this is using Pathos to appeal to the audience’s emotions; trying to get them to feel sorry for this little girl because she is being portrayed as if she cannot enjoy her childhood.
    -This ad doesn’t mention anything about this little girl’s background, her “story”, or her age and height; all factors of someone’s weight. The creator of this ad did not include this information, because if they did, the audience might be more understanding of the little girl’s weight; which was not the purpose of this ad.

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