299
The Assignment: Analyzing a Visual Representation
Find a print or online advertisement that uses an image to promote a product, service, or nonprofit group. Study the ad carefully, using the three Visual Analysis Checklists to observe the characteristics of the image and interpret meaning. Write an essay analyzing how the ad uses visual elements to persuade viewers to accept its message. Include a copy of the ad with your essay or supply a link to it. If your instructor approves, you may select a brochure, flyer, graphic, photo essay, artwork, sculpture, campus landmark, or other visual option for analysis.
The major challenge that writers face when analyzing an image is to state a clear thesis about how the image creates its impact and then to support that thesis with relevant detail. Although you may analyze the many details that an image includes, you need to select and group those that support your thesis in order to develop a successful essay. If you try to pack in too many details, you are likely to distract your audience and bury your main point. On the other hand, if you include too few, your case may seem weak. In addition, you need to select and describe your details carefully so that they persuasively, yet fairly, confirm your points about the image.
Generating Ideas
Browse through print or online publications to gather several possibilities—ads that make clear appeals to viewers. Look for ads that catch your eye and promise rich detail for analysis.
As you consider how an ad tries to attract a viewer’s attention, try several approaches. For example, think about the purpose of the ad and the audience likely to view it where it is published or circulated. Consider the same appeals you might identify in written or spoken texts: its logical appeal to the mind, its emotional appeal to the heart, and its ethical appeal, perhaps to trust the product or sponsor. Look also for the specific visual components analyzed in this chapter—elements that guide a viewer’s attention, develop the ad’s persuasive potential, and convey its meaning.
What is the overall meaning and impact of the ad?
What main points about the ad seem most important? Which details support each point most clearly and fairly?
How do the ad’s visual elements contribute to its persuasiveness? Which elements appeal most strongly to viewers?
300
Planning, Drafting, and Developing
Begin working on a thesis that states how the advertisement tries to attract and influence viewers. For example, you might identify a consistent persuasive appeal used in major components of the ad, or you might show how several components work together to persuade particular viewers.
| WORKING THESIS | The dog food ad has photos of puppies to interest animal lovers. |
| IMPROVED | The Precious Pooch dog food advertisement uses photos of cuddly puppies to appeal to dog owners. |
| MORE PRECISE | The Precious Pooch dog food advertisement shows carefully designed photos of cuddly puppies to soften the hearts and wallets of devoted dog owners. |
Point Out the Details. Identify details—and explain their significance—to guide readers through your supporting evidence. Help them see exactly which visual elements create an impression, solidify an appeal, or connect with a viewer as you say that they do. Avoid general description for its own sake, but supply enough relevant description to make your points clear.
Organize Support for Your Thesis. As you state your thesis more precisely, break down the position it expresses into main points. Then list the relevant supporting detail from the ad that can clarify and develop each point.
Open and Conclude Effectively. Begin by introducing to your audience both the ad and your thesis about it. Describe the ad briefly but clearly so that your readers start off with an overall understanding of its structure and primary features. State your thesis equally clearly so that your readers know how you view the ad’s persuasive strategy. Use your conclusion to pull together your main points and confirm your thesis.
Revising and Editing
Exchange drafts with your peers to learn what is—or isn’t—clear to someone else who is not immersed in your ad. Then revise as needed.
Have you briefly described the ad as you open your essay?
Have you stated your thesis about how the ad persuades its audience?
Have you identified visual features and details that support your view?
Do you need more detail about the ad’s figures, action, or design?
Do you need more on the feeling, attitude, theme, or meaning conveyed?
Have you moved smoothly between each main point about the effectiveness of the ad and the detail from the ad that demonstrates the point?
301
After you have revised your visual analysis, check the grammar, word choice, punctuation, and mechanics—then correct any problems you find.
For more help, find the relevant checklist sections in the Quick Editing Guide and Quick Format Guide.
A7Have you used adjectives and adverbs correctly to present the ad?
B1Have you placed modifiers correctly so that your descriptions are clear?
Have you used correct manuscript format for your paper?