LIB440 Week 3.2

1. Analyzing
Visual Text
WEEK 3.2
DR. RUSSELL RODRIGO

2. Practice: Identifying persuasive
techniques
1. Professor Andrew Horner once described the proposal as a ‘disgrace’.
2. Surely, we all agree that this is the right course of action.
3. The money is a drop in the bucket compared to what the government spends on other services.
4. It’s a more humane, more sensible option.
5. Can’t you do anything right?
6. The government’s decision is nothing short of disgraceful and will cause untold trauma and anguish for those involved.
7. It will be the end of civilization as we know it.
8. There’s a million reasons the proposal won’t work.
9. The decision was a kick in the guts for workers everywhere.
10. He was as fit as a fiddle.
11. The slaughter of sheep in overseas abattoirs is hideously brutal.
12. It’s a problem that we can’t turn away from.
13. The government has been working like dogs to achieve this change.
14. Why should I have to put up with foul-mouthed language on public transport?
15. Experts agree that treating drug addiction like a disease is the right thing to do.

3. Outline
1. Photographs
2. Cartoons
3. Political Cartoons

4. Activity: Describe the image and cartoons below. What message do
they send? What are the techniques used? Are they effective? Why
or why not?

5. Analyzing photographs
 It is often a good idea to start by considering what has been included in the
photograph and what has been left out.
 Photographs, like all media texts, are constructed. When someone takes a
photograph, they make decisions about what will be included and left out of the
photograph.
 In newspapers, writers often don’t have a say about the images that accompany their
article, but subeditors usually choose an image that will reinforce the point-of-view
and tone of the article.

9. Focus
 When discussing photographs, always consider how focus contributes to the image.
Depth of field is a term that refers to how much of an image is in focus. Deep focus is
when everything in an image, from the foreground through to the background, is
completely in focus.
 This can help to emphasize the surroundings of the subject.
 The phrase ‘narrow depth of field’ is used to described shots in which the focal
distance is quite short.
 Photographs using narrow depth of field typically have the subject in focus while the
background is completely blurred out. This technique can be used to emphasize the
subject of the photograph.

10. Composition
 When analyzing photographs, always consider how the shot has
been composed.
 Think about the positioning of the subject and objects within the
frame.
 Is the photograph balanced or asymmetrical?
 How does this help to represent the issue?
 What does it make the audience think and feel?

11. Activity: Describe how the image below, which accompanied
an article about drug addiction, helps to create a sense of
sympathy for the victims of drug abuse.
Analyze the following:
1. Subject
2. Shot size
3. Lighting
4. Color
5. Message?
6. Rhetorical Appeals?
7. Other techniques?
8. Are they effective? Why or why
not?

12. Analyzing
Cartoons

15. Color contrast – black and white figure contrasts
with color background, symbolic of ‘grey’ mood
and not fitting in. Shows that character is aware
of their lack of connection and is saddened by it.
Text – symbolically appears ‘cut-out’ and
disjointed, word connotations of “smaller”, “lost”
and “alone”. Emphasizes character’s lack of
connection and the negative impact his desire for
connection has on his emotions.
Color – the whole image is in rich, saturated
colors to better contrast the black and white
figure. Shows the ‘outside’ as bright and happy,
making it clear that the character would desire
to be connected with it and enjoy more positive
emotions.

16. Analyze with STEEL

18. Example Answer
“The complex emotions resulting from a desire for connection is effectively portrayed in text one
through its use of contrast, text and colour.
The figure in the lower left corner of the image is the most salient feature, his black and white colouring
creating a high contrast with the otherwise colourful background. This choice of colour to greyscale
contrast creates an immediate sense that the character lacks a connection to the world around him,
which results in his own sadness or ‘grey’ mood. The text in the upper right confirms this, not only
through the negative connotations of words such as “smaller”, “lost” and “alone”, but also through its
stylisation as ‘cut out’ fragments. This emphasises the sense of disjointedness and disconnection borne
of lacking connection and reinforces the character’s emotions of isolation and melancholy. Finally,
the colour used in the rest of the image is rich and vibrant, a clear choice made to present the ‘outside
world’ as desirable and full of colour. This prompts the audience to consider that the character clearly
desires connections with this world, but seems reluctant to make them. This reveals a more complex
emotional situation as he seems to actively choose to remain isolated, perhaps out of fear of rejection.
Overall the image presents a complex insight into how a desire for connection can result in complex
emotions, as the character seems to both desire connections and actively avoid them. Thus it is
through contrast, text and colour that text one effectively portrays how complex emotions can result
from a desire for connection.”

19. Analyzing Political
Cartoons

20. Analyzing Political cartoons
 Cartoons often accompany opinion articles online and in newspapers.
 Political cartoons often stand alone as persuasive texts.
 If they accompany an article, they are usually not the work of the writer but often
reinforce the message or tone of the article.
 Cartoons are often used to ridicule and caricature politicians. They might comment on
the absurdity of a situation.
 Although people think about cartoons as light-hearted, they often use black humour
to highlight important issues.

21. Cartoonists use the following persuasive
techniques to create humor:
1. Symbolism - using an object to stand for an idea.
2. Caricature - exaggerating a physical feature or habit: big nose, bushy eyebrows, large
ears, baldness.
3. Captioning and labels - used for clarity and emphasis.
4. Analogy - a comparison between two unlike things that share some characteristics.
5. Irony - the difference between the way things are and the way things should be or
the way things are expected to be.
6. Juxtaposition - positioning people or objects near each other, side-by-side.
7. Exaggeration - overstating or magnifying a problem.

22. Symbols used in political cartoon
1. Peace - dove, olive branch, victory sign.
2. United states - Uncle Sam, flag, stars and stripes, shield.
3. Democrats - donkey
4. Republicans - elephant
5. Death - vulture, skeleton with shroud, skull and crossbones, grim reaper.
6. Love - heart, Cupid, Venus
7. Money - dollar bill or dollar sign
8. Heroes or good guys - wear white
9. Villains or bad guys - wear black

23. Analyzing a Political Cartoon
 What you see…the characters, objects, or symbols
 What’s the big deal?
 Identify the main idea What’s the purpose?
 Why is the cartoonist drawing this?
 What are they trying to say.
 Audience- Who is the artist trying to appeal to?

24. Analyze the following:
 Subject
 Tone
 Caricature
 Color
 Symbol
 Captions/Labels
 Other strategies?
 Are they effective? Why or why not?

27. Week 3 Assignment
Find a visual image (PHOTO/CARTOON. Analyze the text and comment on the below.
Use S.T.E.E.L Technique in analyzing your chosen image or cartoon.
1. 1. Statement (e.g.shot, subject, color, text, strategic language, position, lighting, etc.)
2. 2. Example
3. 3. Effect
4. 4. Link
Your analysis should be at least 200-250 words.
Submit on Blackboard
1.) photo/cartoon
2.) analysis.
You should comment to at least two other postings to get a full mark.
Due: Week 3, Saturday, 11:59 p.m.