The document discusses several aspects to consider when examining the rhetorical context and visual elements of images used in advertising, photography, and cartoons. These include the target audience, communication medium, and purpose. Key visual elements that convey messages include camera angle, distance, lighting, background, body positioning, eye contact, facial expressions, product placement, fonts, and word choices. Understanding how these visual rhetoric techniques are used can provide insight into the intended effect on viewers.

1. Understanding Visual Arguments
Rhetorical Context:
Because they want their images to have a particular effect on people,
advertisers, photographers, and cartoonists must first make several
important decisions. In doing so, these professionals are establishing the
rhetorical context, such as who is the target audience (e.g. sex, age, race,
status), what is the communication medium (e.g. magazine, television,
billboard), and what is the purpose or goal (e.g. to persuade one to
purchase, to act, to believe)?
Below are a few aspects to consider when examining the
presentation of the visual rhetoric:
Camera Angle Camera Lighting Background
Distance and Objects
Is the camera Is the camera Is the lighting What message
directed down at near the bright or dim? does the setting,
the subject to subject? What is furnishings,
imply weakness? emphasized? Is any particular clothing, or
portion of the objects convey?
Is the camera Is the subject in image
directed up at the the distance? highlighted or
Do they suggest
subject to imply What is hidden?
power/influence?
power? emphasized?
Is the camera Are the addressed
level with the to a specific type
subject to imply of audience?
equality?
How does the
color influence the
presentation?

2. Below are a few aspects to consider when examining the subjects of
the visual rhetoric:
Note: We use the term ‘subjects’ because the characters in visual rhetoric
may include people, objects, and animals.
Body Positioning Eye Contact Facial Expression
If more than one Does the subject What emotion does
gender/race is included, project power by the subject display
who, if anyone, is looking directly at the (e.g., happy, sad,
positioned higher? What camera? angry)? What message
message might might emotion carry?
placement carry? Does the subject
project weakness or
Who is sitting, standing, shyness by looking
moving? Why? away from the
camera?
Is the subject’s face
visible or hidden by part
of the body? Why?
Are the people touching
or not? Why?

3. Below are a few aspects to consider when examining the typology of
the visual rhetoric:
Product Fonts Words
Where is the product Does the font project a How are words used?
being sold located in the serious or funny tone Are there any words
image? (e.g. Times New Roman that seem to be
vs. Curlz MT)? purposefully omitted?
How is the product’s size
relevant? Does the font project Is any one particular
power, influence, word emphasized?
Are there other products laziness, stature (e.g.
included in the image? Copperplate Gothic Bold Are the words at the
Are they easily identified vs. Freestyle Script or top, middle, bottom, or
or masked? Vivaldi)? side of the page?
What feelings or Does the placement of
attitudes do the color the words help convey a
choices connote (e.g. message?
power, innocence, love,
calmness)?
Are words emphasized
or de-emphasized by
size choices? Why?
How do size and
placement of product
disclaimers affect
consumers?