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 analyze the visual rhetoric being used in the ads provided to you in class (color versions are posted below). Post a 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 in the comments below. 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 they conducted.

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74 comments

  1. There is something about obese children that scared people in America. The thought of a child turning to food or being inticed by an unhealthy meal is not logical to many, such as Peta. In today’a society fast food is an everyday norm that produces unhealthy cheaply made supplements to our normal foods, such as meat. In this ad PETA is trying to reach families who live an unhealthy lifestyle with the intent of opening an eye to the debilitating affects of fast food or meats that contain steroids or unhealthy growth hormones. By using a proportional ad with an image of a cute girl and “CHILD ABUSE” in bold print, they are able to entice the audience and lead them to believe that because the girl is eating meat, she is at an unhealthy disadvantage.

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  2. After analyzing the ACLU’s advertisement, I came up with a chronological sequence of importance when observing its rhetoric. The first piece of the ad that stood out to me was the pictures of Martin Luther King Jr and Charles Manson. I believe that authors of this ad included these pictures to imply a strong juxtipostion between a civil rights leader and a serial killer. After the contrasting images, the second part of the ad that caught my eye was the words on the top of the page that inform the reader of a factual statement on police work and race. The statement draws the attention of the reader because of its large font and bolded letters. Finally, my last observation was the statements on the bottom of the page that express both the rhetorical appeals of logos and ethos. It provides facts about police stops on Florida’s highways and says that the majority of drivers who are pulled over are either African American or Hispanic, while they are the minority of all drivers in Florida. The sentences at the bottom of of the ad also express the ethics of the ACLU by using words such as “humiliating and illegal”. The ACLU believes in equality and justice and uses specific rhetorical devices that grabs the readers attention and informs them on racial prejudice that occurs on highways across America.

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  3. The post that I analyzed was the Civil Rights ad. Right off the bat, the first thing that stands out is the text that reads “The man on the left is 75 times more likely to be stopped by the police while driving than the man on the right”. The publisher of the ad purposely put this in large, bold text to emphasize the racial problems that were happening in the nation at that time. The text is decribing the pictures of MLK Jr, an African-American civil rights activist, who was on the left, and Charles Manson, a white murderer, who was on the right. Below the pictures, the publisher includes percentages as a form of logos. These facts support his claim and help get his purpose across, which was to prove the racial bias in the United States.

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    1. Using a quote to support your analysis was a great idea, because it set the context and allowed the reader to have a better understanding of the ad.

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  4. I chose the PETA advertisement that is against kids eating meat. I believe the creator of this ad used bold and the largest font saying “CHILD ABUSE” to grab the reader’s attention. While feeding a child meat is not physically abusing them, the creator shows their opinion strongly on the subject that meat is not good for kids. The targeted audience is towards parents due to the fact it says, “FEEDING kids meat is child abuse” and that children don’t provide for themselves, the parents chose the food they eat at home. They place the image of an overweight child eating a hamburger to appeal to parent’s emotions and make them feel as if they aren’t doing what is best for their child’s well-being. The creator also includes a bright yellow arrow to draw the attention to the hamburger to where the first things you notice are the big font reading “CHILD ABUSE” and a hamburger being emphasized by a bright yellow arrow, connecting these two things in the reader’s head. The author effectively makes parents ask themselves, “Is feeding meat bad for my child’s health?” which is the reaction they want to promote their cause.

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  5. I analyzed the MLK and Charles Manson article. The first thing to pop out about this is the pictures of Martin Luther King JR., civil rights activist, and Charles Manson, murderer, this immediately attracts your attention because the proportion of the photos to the text is very large. The second thing that stands out is the statistic that a black man, even someone as harmless as MLK, is more likely to be stopped by a cop than a white man, even if he’s a murderer. The purpose of this article is very easily recognized and we can see they want their audience to realize the prejudice against black people. The arrangement of this article is very well spaced and keeps a serious tone to it.

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  6. I analyzed PETA’s vegan ad because it stood out to me most. First I think the audience would be parents since the image may feature a kid but clearly isn’t directed towards children, parents are the ones concerned with their child’s health. Also the photo is cropped closely giving the image a more personal feel of being close where as if it was cropped out more it feels more distant looking in. In a lot of advertisements people are photoshopped to fix any imperfections while this child was clearly not. They chose a chubby kid to reinforce the stereotype of fast food making kids fat. The kid doesn’t look happy about her Happy Meal. The burger itself is a saggy mess as well and too big for the little girl’s mouth. Since it’s too big for her it makes her look like she’s stuffing her face. The yellow arrow pointing to the kid is not used in the color pallet anywhere else in the picture bringing attention to it but the color itself isn’t so loud that it would take attention from the loud red words, rather it is directing your attention from the girl to the message. “Meat” and “Go Vegan” are in red for emphasis. Red is the color with angry or passionate connotations adding a bit more meaning to the words. In the blurry background you can make out another kid with a burger showing she is not the only one.

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    1. I never thought about how PETA decided to zoom in and on the girl and accentuate her flaws. What kind overall effect did the close-up picture have on the audience?

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    2. I agree that the image is has a more personal feel since it is cropped so closely. Why do you think that this ad shows the stereotype that fast food makes kids fat?

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    3. I like how you emphasize how the words “Go Vegan” and “Meat” are in red, which usually means terrible.

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  7. MLK and Charles Manson Image:

    This image uses sharp juxtaposition and ingenious word placement to reveal to the audience the outrageous acts of discrimination against African Americans that took place on America’s roadways. The intended audience of this image is middle aged Americans in the time between the 1950’s and 1960’s because that was during the heat of the civil rights movement. The image depicts Martin Luther King Jr., a nationally renowned civil rights activist and Christian minister that used nonviolent protests to stand out against racial discrimination, and Charles Manson, a nationally renowned murderer that killed several people. The bolded print above the images is designed to grab the audience’s attention and direct them towards the images, which will cause them to make the connection between the two photographs. The tone of this service announcement is very ironic, and the creators of this ad (American Civil Liberties Union) were for civil rights for African Americans. Finally, the background of the ad is designed to look as though it was an old wanted poster nailed to a lamp post, and says that Martin Luther King Jr. was wanted because he was black, and Charles Manson was wanted because he committed homicide.

    -Spen Oliver

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  8. Peta’s ad is initially trying to convince the audience that meat is bad and it causes people to get fat, and when parents feed it to their children it can be considered child abuse because it is in the long run.. hurting the child. In Peta’s ad about “Go Vegan”, the first thing one would notice is a rather overweight child eating what seems to be a burger or biscuit of some sort, this is because it is so large. The initial reaction “aw omg if she is already bigger than she should be why are her parents still giving her harmful food?” That is the exact response that Peta is looking for. They are trying to appeal to pathos (the emotional appeal). The next thing that is noticed is the large “CHILD ABUSE” letters that is highlighted by a bright yellow arrow pointing to what the child is eating. It is the largest text size on the ad so the audience won’t miss it. The word “Meat is in red. The symbolic reason for red is “bad or threatening”. This lets the audience know that meat is bad! The Peta logo is not necessarily large but it is isolated in darker font color so the audience will not miss it!

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    1. I like how you pointed out that the use of “CHILD ABUSE” being put in red is symbolic for bad or threatening! I did not even think of that.

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    2. I like you pointed out “meat” was in a red font but and put symbolic meaning to it, but why do you think they put “Go Vegan” in red also?

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      1. My opinion on Raven’s question is that they included the red font to add a color that still popped to your eye that wasn’t black because they would want you to notice their logo. If they would have added another random color it might have looked sloppy. Thats just my opinion, there could be a symbolic meaning behind it but i can’t think of one.

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    3. I honestly did not even notice the red font color for meat. and i never put the symbolic reason of it being bad with it either. I like the idea though and i think you have a very good point. Red usually indicates bad and that fits with their argument.

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  9. I analyzed the ad about going vegan, the creator of this ad used a bright yellow arrow with the words “Child Abuse” on it. This is used to catch the audiences attention in hopes that they will continue to read the ad. With an arrow pointing to the “fat” child with a hamburger in her hand, and the arrow saying “Child Abuse in all capitals it makes it seem as if she is being fed this food with no other options or being forced to eat it against her will. The author of this piece clearly does not like the killing of animals to be used for food, this shows a bias. The bias is shown in that the author does not like the killing of animals so he/she is blaming the cause for “fat” children on meat in an attempt to slow meat consumption in turn slowing the killing of animals. The ironic part of this piece is that while it may be “Child Abuse” to feed kids meat, it is a great source of protein which can help you stay active and build muscle which would “Fight the fat” and help slow obesity.

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    1. I like how you pointed out the large letters of “CHILD ABUSE” that is highlighted with an arrow. Do you think there is a deeper meaning to this?

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  10. The ad I analyzed was the illustration about being vegan. The intended audience in this particular ad are parents because they are the ones that purchase the food for children, and they don’t want their kids to be obese which would persuade them to become vegan and not buy meat. The creators of this ad is PETA, which is an organization devoted to stopping animal cruelty which means the purpose of this ad is get consumers to stop buying meat and go vegan. The tone of this ad is very judgemental and blunt. It says, “Feeding kids meat is child abuse” and has a picture of an overweight child. The obese child is bigger than the words on purpose so that they emphasize how meat causes obesity. This is also why child abuse is capitalized and has an arrow pointing from the words to the obese girl. Meat and go vegan are red because the creators want want to bring attention to those specific words. This is also why “CHILD ABUSE” is black. Thus makes these words also easy to read and understand the connotation the creator of the ad is going for.

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    1. i agree with you Evan the colors are definitely there to catch the eye of the readers. The text size and location of the words relative to the picture of the child and arrow make it flow smoothly instead of a bland list of words beside a picture.

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  11. In Peta’s campaign ad to promote people to go Vegan, the designers use an image of a sad, overweight child to capture the attention of the target market of parents with overweight children. The first thing that captures the attention of the audience is the picture of the child eating the hamburger, because it covers three-fourths of the page. The image portrays a sad child to physiologically effect parents who have overweight children to trigger in their minds that eating meat isn’t healthy. Once the viewer moves past the picture the next feature they notice is the words ‘CHILD ABUSE’ in large letters in a font like you would see in essays indicating the serious tone of the ad on a green arrow pointing to the hamburger the child is eating. After they move past the attention-grabbing statement ‘CHILD ABUSE’ viewers read what is above it that connects to what they first read, which says ‘Feeding Kids Meat Is CHILD ABUSE’ when it’s connected. When the reader finally puts it all together it reinforces in their mind that meat equals child abuse. This feature once again triggers thoughts in parent’s minds like: “Am I hurting my child by feeding him/her meat?” or “Is feeding my child the right thing to do?”. By keeping the text simple it allows for readers to ponder and rethink the nutrients meat contains, which causes them to remember the fat that comes in meat. The illustrations from the use of rhetoric the campaign ad designers use assists in attracting parents of overweight children and help convince them that eating meat is child abuse and is making their child fat.

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  12. I analyzed the PETA ad about persuading more people to “Go Vegan”. I saw this ad as having more than one meaning. I think the main purpose of this ad is fighting “bad” eating habits at an early age, but can also be interpreted as an ad promoting animal rights. The reason I believe it could be seen this way by many people is because in the ad it refers to the girl in the picture as a “kid”, which could mean that the pin point of the whole ad is to persuade parents of kids in America to make healthier eating choices. Also, usually kids eat whatever their parents provide for them, and they usually do not question what they are given to eat. Most children around the girls age in the picture seem to not care about what they eat, and will eat anything solely off of a trust found in their parents or guardians. The publishers might have seen this as being a way to say children are not responsible for the things that they eat, and it should be more of a choice for the child to make once they are older, so for the time being just make their eating habits better and “Go Vegan”. Another thing in this ad is, the colors red and yellow contrast in a way to make certain words stand out to the readers of this ad.

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  13. In the cartoon above, famous figure Rosa Parks is seen entering what looks like the gates of heaven. However, this biblical allusion is not all accurate. In front of the gate appears to be “angels” only to be dressed as Klu Klux Klan memebers. The text bubble states “Rosa Parks, yes we have something in the front for you…”. The irony in the cartoon appeals to the readers ethics, and how he or she believes in equal rights. However, the ethical appeal is not the only thing the irony contributes to. It is also shown that the irony in the picture grasps the readers attention by keeping the colors simple with a black and white image. The message behind the cartoon is more important than the drawing itself. The image was meant to make people think, not to make them stare. The simple cartoon is minimalistic, while it maintains its sense of power over the readers mind.

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    1. I agree with your statement about how ironic the text is. I notice you say the message behind the cartoon is more important than the drawing itself, except you never clarify what the message is. What message is the article trying to get across and why do think is there such a emphasize being put on it?

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    2. Cassie, i like your analyzation of this ad. The part about the cartoon making you think instead of making you stare is very interesting. Do you think possibly the publishers could’ve published this with more color, and do you think it would have relatively the same effect on the audience?

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    3. It never even occurred to me that the angels at the gate looked like Klu Klux Klan members. Looking back at it now, it brings up many other interpretations. Why do you think the publisher chose to make the angel look like that?

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  14. In the negative connotative “Child Abuse” picture there is a big eye catching, yellow arrow that literally highlights the bold words saying “Child Abuse” that points to a “fat” girl stuffing her face with a dull looking cheese burger and a red bump on her piney finger which is beastly. This low saturated picture not only helps the creator to make his point of meat is the reason for “fat kids” but emphasizes the highlighted parts and makes the viewer See the purpose; “feeding kids meat is child abuse” or in other words, children are overweight and it’s the bacon lover parent’s fault because they are not teaching their children vegan eating habits. The black and red words at the bottom says “fight the fat: go vegan” which reemphasizes that being vegan is a “healthier lifestyle” and will solve the “obese children” problem. The creator did well to get his point across but basing his audience on the parents of the obese children and criticizing their parenting is not considerably the best way to address this problem. It might actually make the audience completely disregard the accusations.

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    1. I was staring at that red bump on her finger too. It shows that unlike in more appealing advertisements the girl was not photoshopped to look better. They left her imperfections with the meat.

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  15. I analyzed the article about discrimination with different races. In the advertisement Martin Luther King Jr. and Charles Manson are used. These two people are both well known in American history. The author of this advertisement purposely pulled two people that are well known to catch the audience’s eye. At the bottom of the advertisement it states, “…in Florida 60% if those people stopped were black and Hispanic, while they constituted only 6% of all drivers..”. This quote is an example of logical appeal. Audiences like to know facts because it appeals to them more, and the audience wants to become more aware of each fact. The article also begins with a sentence in all caps that states, “The man on the left is 75 more likely to be stopped by the police while driving than the man on the right”. This article opens up with a straightforward, large comment. Straightforward comments will also catch the audiences’s eye so that they will want to dig deeper and learn more about the subject. So yes, I do think that this advertisement uses rhetorical devices effectively, because out of the three advertisements this one caught my eye first.

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  16. DJ, I think that they did not use just regular Jane and John Does because, Martin Luther King Jr. and Charles Manson are known very well throughout history. So the best way to get a message out there is to choose well known people to catch the audiences eye.

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  17. I analyzed the racial discrimination awareness ad featuring Martin Luther King, Jr. and Charles Manson. The first sentence of the ad, right off the bat, tells you the purpose of the ad, which is to bring to light that traffic stops are more commonly found to be the African-American and Hispanic citizens of America. The publisher appeals to the reader’s logical mind by including statistics such as “…80% of those stopped and searched were black and Hispanic.” The intended reaction of the publisher in the reader’s mind is the thought of, “WOW! That’s high,” hoping that American citizens who can and are willing to vote will stand up and change these listed statistics. The publisher, as pointed out earlier, also made the ad to appear as a “Wanted” poster in order to strike fear in the minds of the American public so they would be willing to do something about the growing percentage of racially-driven traffic stops. Using the words “humiliating” and “illegal” makes the reader think about the injustices and feel for one side. Lastly, the last sentence includes an ethos appeal because it openly talks about the rights of people being infringed on, and what the American citizens can do in order to stop it. In closing, the rhetoric and visual representation of the purpose of the publishers are thoroughly represented through all three of the appeals and the mental effects of facial recognition.

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  18. I believe the article about obese children is targeting parents to stop obesity at an early age. The article uses a plain font that is easy to read. All of the letters are in black except for the words “meat” and “go vegan”, this is done to draw attention by contrasting the red color with the articles background. The font size of the words “CHILD ABUSE” are capitalized and enlarged so it is one of the first things the observer notices. The term “CHILD ABUSE” is also an appeal to Pathos and a heavily exaggerated statement to persuade parents that they are harming their children.The young child eating is large and is placed to almost cover up the whole article. This is done to catch the viewers eye right off. There is also a large bright yellow arrow pointing at the hamburger the child is eating. The designer wants to make sure we see the child eating the hamburger.

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    1. I totally agree with you, Hollie. The colors and the layout of this article stick out and catch the audience’s eye. The designer of this article used just the right amount of color, text size, and the perfect image to represent the advertisement’s purpose.

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    2. why does the author use this picture of a child? and why does the author use obese children as the subject rather than a picture of an adult and replacing “child abuse” with “bodily abuse”? is it because they believed a child would catch more eyes than an adult??

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      1. I believe that the author used a obese child to catch more eyes. Parents do not want the future generation being obese. Also, by using a child it appeals to pathos allowing adults to feel sympathy and attempt to stop the problem of obesity before it begins

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    3. I think it’s interesting how you pointed out that the arrow is pointed at the burger. Do you think it would have had a different meaning if there was no arrow? And I also agree that the use of contrasting colors helps with the approach.

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  19. I analyzed the American Civil Liberties Union. It utilizes bold text stating, “The man on the left is 75 times more likely to be stopped by the police while driving than the man on the right” which grasps the audience’s attention. The picture takes up the majority of the page below the text, containing two very recognizable people: Martin Luther King Jr. and Charles Manson. To the audience it is ridiculous that the police would be more suspicious of Martin Luther King over Charles Manson, who was a serial killer. This image is powerful in emphasizing the unfairness in racial profiling The smaller text, which doesn’t immediately grasp the audience’s attention, provides disturbing statistics on the prevalence of racial profiling; all aspects of the flyer condemn discrimination based on outward appearances.

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    1. I like how you pointed out that the article targets discrimination based off outward appearances. You did a great job analyzing this article. I see that you pointed out the pictures of Charles Manson and Martin Luther King take up almost the whole page. Why do you think the designer did that?

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  20. I analyzed the ad that was in support of Veganism. It stands out the most because it was very straight forward in delivering their messages across. The thing that really grabbed my attention was the girl on the cover of the ad. This kinda of ad is definitely targeted toward parents more then anything because the kid in this ad doesn’t look healthy, which can lean into pathos and ethos among parents. Depending on the house-hold and was kinda of family was looking at this, some people would be concerned and worried about the health of there child/children. But other, those mostly likely with out kids, would not necessarily care because it would be their own opinion by ignoring it or taking it as a joke. As well as some people could take offence in these poster when it states “Fight the Fat” because some would take it personally as if it was trying to point a finger to those who are a little over weight. It isn’t all that colorful but still has enough color to caught your attention and it’s very clear about what they want to get across.

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    1. I like that you mentioned the authors use of “fight the fat” Mary Frances. It really emphasizes the meaning behind the picture. Why do you think the illustrator chose those words?

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    2. I like how you pulled in literary analysis tools like pathos and logos though it was visual. I forgot about that. I like your take on it.

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  21. I analyzed the illustration about how “feeding kids meat is CHILD ABUSE” and something I noticed was that the capitalized “CHILD ABUSE” to draw the audience in and to make them really think about how obese children are today in America. Another thing I noticed was the yellow arrow pointing at the unappealing sandwich in the little girls hand, the arrow contrasts the font and color of the words which makes it easily readable as well as making its audience think about what they feed their children and if they should stop eating meat and go vegan for a healthier lifestyle. I also realized the words “meat” and “go vegan” are in red which contrast each other since they are completely opposite things which also takes you back to font and the little girl holding the sandwich that does not look appetizing. The author uses and equal balance of the sandwich and the child when referring to the meat that children eat is unhealthy and children should avoid it if they would like to live longer and healthier without future problems. The author also shows her bias or tone to veganism due to the fact that she’s representing it and saying meat is bad for you. However they hook the reader in by using these contrasting colors and not over crowding the ad, I mean who wants to have to stop to read something on the side of a building?

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    1. I agree that the author’s bias is obvious. Do you think the bias makes the ad ineffective to non-vegans?

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    2. I agree that the designers use of contrasting colors and short simple text is visually appealing especially if it was being used as a billboard ad. However, do you think it would’ve been more effective if Peta added more text such as statistics to prove that meat is what is causing childhood obesity or would that have been too much for a billboard ad?

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    3. I agree that there is a good use of colors and that the ad is easily readable through its simplistic design. You said in your analysis “children are today in America”, and I was wondering how you knew this ad was for the United States and not the UK?

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  22. This picture is trying to promote obesity prevention and veganism to parents. The picture is trying to make its audience have an emotional response by using words like “Child Abuse”. It also puts “Meat” and “Go Vegan” in red to offset them from the other wording and to show their importance. The image also has a yellow arrow pointing at the unappetizing sandwich to draw your attention to it. They made the sandwich visually unappetizing to strike disgust in its audience. The image also doesn’t have many colors and uses basic, black font that contrasts well with its background making it easily readable.

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    1. I agree with the fact that you said it is easily readable but I also noticed how you said they tried to stay away from using multiple colors, why do you think that is?

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      1. I think if the creator of the ad used more colors that did not match and picked colors “willy-nilly”, then the reader would looked past the main message of it. Also, our minds are trained to ignore black, which is why you will see performers and dramatic poem readers wear all black so that you will listen to the poem or watch the face of the actor. Your attention will automatically be attracted and drawn to the yellow arrow and red words of ‘meat’ and ‘vegan’ because they are brighter colors than the black.

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      2. maybe the reason they used multiple colors was to emphasize their real message, being that meat contributes to child obesity and its “unhealthiness”. If you take out the highlighted words “meat”, “child Abuse”, “go vegan”, it simply sums up that meat is bad and vegan is good. so if you were skimming down a social media page or driving down a highway you will see the main parts and still be able to understand their meaning and opinion. (i bet there was another or better way to say this but i hope you get my point)

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    2. i can agree on how the author makes the words “Meat’ and “Go Vegan” in red cause it makes it stand out more and it was one of the things that really caught my attention.

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      1. Really good point, Danielle! When I analyzed it, I did not take into consideration the fact that this ad could be a pop-up ad or a billboard sign, so the attention would need to be drawn to the main words that really capture the purpose of the article. Good analysis!

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    3. I agree that the words ‘CHILD ABUSE’ have an effect on the audience. What kind of response do you imagine the audience having: one that guilt trips them or one that angers them?

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  23. In the articles above, the one about the obese child stands out the most due to the more appealing colors the publishers chose to use. They use a catchy logo, “Feeding kids meat is CHILD ABUSE”, which gives the audience, also considered citizens, a quick idea of the purpose for the article, even with it being short and blunt. Also with the publishers deciding to use all capital letters for the ‘Child Abuse”, stands out to the audience and catches their eye. The article tends to use a balanced scale between the objects by allowing both the obese child and the hamburger (meat) to be displayed in the picture to which the audience focuses on. This is because the publishers purpose is both to band the idea of meat and to cut down on the percentage of obese children in the population. The tone that the author came across as is very opinionated and assertive to the topic of obese children and meat being the cause. The context behind this article is the factual evidence of the increase of childhood obesity over time and one of the many reasons being that they do not follow the healthy diet they are required at their beginning ages.

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    1. I completely agree with you on the Child Abuse being in all caps in order to focus the audience’s attention on that negative subject, however I must ask who do you think the audience is? I noticed you said citizens but that can apply to also the children of America and could the spectrum be a little narrower perhaps?

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      1. Yes, you could definitely narrow it down to mainly parents of the society due to the fact that it’s mainly their encouragement for their kids health that it mainly relys on

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    2. I love how you pointed out how many younger children and their parents don’t require them to eat healthy they just kind of let them eat whatever which shows that meat is not the only problem there are other things that could be helpful if you tightened up on them

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    3. I do agree with you when you pointed out that the author is coming across very opinionated about this subject and definitely is trying to get his point across.

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  24. I analyzed the ad about racial prejudice when it comes to car searches. Since it has to do with whom the police will most likely stop while on the road, the audience is all Americans that are of driving age. In order to clearly make a point the ad uses pictures of well known figures- Martin Luther King Jr and Charles Manson. One of course being an inspirational figure and the other a serial killer. However, with the text at the top, there is juxtaposition between what the audience knows about the two figures pictured and what the ad is saying.The main purpose of the ad was to prove to its audience that most of the police searches are based on race and the ad uses logos in the form of statistics, “…in Florida 80% of those stopped and searched were black and Hispanic, while they only constituted only 5% of all drivers”, in order to do so. The overall tone of the ad was very angry, using words such as “humiliating” and “illegal” and those words are a form of pathos as well, because they trigger a negative emotional reaction in the audience. The top couple lines of text and pictures are very large in comparison to the rest of the information at the bottom, so that the audience’s attention is drawn to those elements immediately. The font at the top is very large and bold which gives the impression that the statement is therefore extremely important and/or critical. Also, the ad itself looks like a wanted poster for a criminal which instantly draws peoples attention and since the font at the top is sizable, that is what the audience will absorb at first glance and base their general reaction off of. Lastly, in the text at the bottom the ad employs an ethical appeal by stating how the searches are a violation of the Constitution and then asking the audience to help defend their own rights.

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    1. i definitely agree with you on realizing that the whole purpose of the article is to compare the social status and treatment of the different races. The authors choice of choosing one of the top known serial killers and one of the most influential african americans make the article 100 percent more effective with catching their audience’s attention. Also with the tone being angry, i would also note that the tone could be offended and upset by the idea that police tend to be biased on race when they should really be focused on the way people are driving.

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    2. I like that when you were analyzing the diction found on the advertisement about racial prejudice, you connected it to the rhetorical appeal of pathos, because of its emotional affects on the reader. In addition, I agree that the large bold print at the top of the ad “…instantly draws people’s attention…”, which in turn makes the reader informed and eager to read more. Great Analysis Brianna!

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    3. I analyzed the PETA ad about going vegan, The creator of the ad placed the picture on the left side of the ad so that readers, probably people who eat meat, would automatically see the picture first. He then used a bright yellow arrow with the words ‘Child Abuse’ written on it, in big bold capital letters to draw attention to it, pointing to the hamburger in the girl’s hands to show that meat is harming the girl. The words being in all caps show the readers that the author is clearly angry and disgusted by the fact that people eat meat, and it evokes a sympathetic feeling towards the girl. Before the reader reads the rest of the text on the page, he understands that the author is trying to convince his audience not to eat meat. Using the phrase ‘Fight the Fat: Go Vegan’ causes the audience to become interested in the organization since most people do not desire to be ‘Fat’; this makes the audience feel light-hearted and good about going vegan because they believe it will change their body shape. The phrase can mean two things; the first is most likely what people think at first glance – that the meat is what caused the girl to get fat – but the second is a true statement about meat – the most common meat type is 20-80, meaning that 20% is fat and 80% is meat.The first statement in untrue – meat is not the primary source of obesity; unhealthy eating habits are the cause. The bright yellow arrow symbols irony because yellow has a connotation of a happy color, but since the word abuse is on it, it clashes and produces juxtaposition.

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      1. I agree with you on everything you said except the context. PETA is an anti animal cruelty organization that is trying to get everyone to go vegan so that animals aren’t killed for their meat. I think that the motive behind the ad is more to persuade Americans to go vegan, instead of focusing on the negative obesity aspect.

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      2. I like how you brought up the juxtaposition of the arrow and the words “food abuse”. I never realized that!

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      3. I like how you included background information by the way. But I agree, the author didn’t take their bias into consideration when they stated that meat is the primary source of obesity. Many people keep a regulated diet with meat included and are very healthy. They are obviously looking for more members of peta, and using the “help your child’s health” to persuade the peta movement on parents.

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    4. I love how you quoted from the ad to show the audience exactly where you got your information from and why you analyzed it the way you did; it shows good credibility! Using a picture of a serial killer next to the leader of the civil rights movement is extreme juxtaposition I agree! Ya did good BP

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    5. I completely agree, Brianna. You brought up the fact that the publishers and creators of this ad used the images of Martin Luther King, Jr. and Charles Manson. Why do you think that they chose these two well-known people to be the face of this “revolution in justice?”

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      1. What I meant to ask was: Why do you think that they used these images instead of just some plain Jane and John Doe to represent their cause?

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      1. Evan, I agree with your suggestion that the author’s intended audience would be the parents, because they are the ones who provide the food for their children. I believe that the parents are responsible when it comes to their child’s food selection (diet), so they are the foundation to the health and well-being of their child. Great work Evan!

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