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Visual Rhetoric Reading & Writing

Visual Rhetoric Reading & Writing. Visual Rhetoric Reading & Writing. Definitions Visual Literacy: Your awareness of the importance of visual communication and your ability to make meaning out of images and graphics. Analysis:

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Visual Rhetoric Reading & Writing

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  1. Visual Rhetoric Reading & Writing

  2. Visual Rhetoric Reading & Writing • Definitions • Visual Literacy: • Your awareness of the importance of visual communication and your ability to make meaning out of images and graphics. • Analysis: • To break things down into their parts, to examine the parts carefully, to look at relationships among the parts, and to use this knowledge to better analyze the whole.

  3. Visual Rhetoric Reading & Writing • Definitions • Rhetoric: • The art / study of writing or speaking as a means of persuasion. • Rhetorical Effect: • When an images moves us emotionally or intellectually. • Visual Rhetoric: • The ability of images to persuade and influence the emotions, views, and behaviors of viewers.

  4. Visual Rhetoric Reading & Writing • Images have “designs” on us • They urge us to: • Buy things • Go places • Alter our behavior • Usually they play on our desires, fears, wants, values, and needs as consumers. • Ads help construct our: • Cultural values • Self-image • Sense of what is normal or ideal • Ideas about gender, race, and class

  5. Visual Rhetoric Reading & Writing • Parity Products • Products that are roughly equal in quality to their competitors and can’t be promoted through any rational or scientific proof of superiority. • Example: Deodorants, cereals, soft drinks, toothpaste, jeans, etc. • Companies need to use clever strategies to sell parity products. • Companies need to break the cycles of consumer loyalty. • Companies need to get consumers to identify some aspect of their personality with the product.

  6. Visual Rhetoric Reading & Writing • Use of Celebrities and Models • Companies use celebrities and models to sell their products. • Be like your favorite star. For example: Paris Hilton perfume. • Companies who market products by using celebrities recognize our desire to be famous, or to emulate a famous person’s style/lifestyle. • Using ultra-attractive models plays on the consumer’s insecurities. • If I purchase this product, I will be beautiful and successful. If I use this type of face wash, I will have a wonderful and fulfilling life.

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