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Brand washed.notebook
March 24, 2015
Objective: Understand and Analyze Visual Messaging
1. What tools do advertisers use to convince us we need something?
2. What personal qualities do advertisers try to manipulate in the viewer? (vanity...)
3. List some effective advertisements and why they are effective.
S.M.E.L.L. – Evaluating argumentation and persuasion (with rhetorical appeals)
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used?
Language: What stylistic and rhetorical devices are being employed?
Sender/receiver relationship
Message:
Evidence:
Logic:
Language:
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Brand washed.notebook
March 24, 2015
John Heartfield
"And Yet it Moves"
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used? For advertisements, consider: exaggeration, emotion, bandwagon, loaded words.
Language: What stylistic and rhetorical devices are being employed?
2
Brand washed.notebook
March 24, 2015
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used? For advertisements, consider: exaggeration, emotion, bandwagon, loaded words.
Language: What stylistic and rhetorical devices are being employed?
3
Brand washed.notebook
March 24, 2015
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used?
Language: What stylistic and rhetorical devices are being employed?
John Heartfield
Adolf the Superman: "Swallows Gold and Spouts Rubbish"
4
Brand washed.notebook
March 24, 2015
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used? For advertisements, consider: exaggeration, emotion, bandwagon, loaded words.
Language: What stylistic and rhetorical devices are being employed?
5
Brand washed.notebook
March 24, 2015
Objective: Understand and Analyze Visual Messaging
Write two paragraphs comparing and contrasting the two images. Why do you think the artist chose to portray each image as he did?
6
Brand washed.notebook
March 24, 2015
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used? For advertisements, consider: exaggeration, emotion, bandwagon, loaded words.
Language: What stylistic and rhetorical devices are being employed?
7
Brand washed.notebook
March 24, 2015
Sender/receiver relationship: Who is the speaker? Who is the audience? What is the tone directed from one to the other?
Message: What is the content and/or claim?
Evidence: What kind of evidence is given and to what extent?
Logic: What is the quality of the reasoning? What types of appeals are being used? For advertisements, consider: exaggeration, emotion, bandwagon, loaded words.
Language: What stylistic and rhetorical devices are being employed?
8
Brand washed.notebook
March 24, 2015
9
Brand washed.notebook
March 24, 2015
Objective: Understand and evaluate and argument.
Read "The Piracy of Privacy: Why Marketers Must Bare Our Souls"
Answer Qs 1­6 then,
Look at the "Classroom Activity Using Argument" Read Kanner's statement and consider your response ­ we will discuss as a class. Can you find any faults with his statement? Any truths? 10