Visual Argument

By: Christine Gilbert, Daniela Acevedo, Enrique Orozco, and Fernando Arce

IntroductionVisual arguments are non-verbal arguments that explain the context of the ad without saying anything. Visual arguments can be found in almost every form of media. Every part of the ad is planned specifically to make the audience feel a certain way about the ad. Visuals are used to manipulate audiences into seeing what the advertiser wants the people to see. Visual arguments in advertising are usually more effective than a written advertisement. These arguments often use catchy, bright colors in ads to attract people’s attention. Pictures can easily intrigue people to pay attention to them and they are a very effective way of persuasion.

Images● �Advertisers, politicians,

advocates for causes, institutions like schools, and hospitals, even individuals use images to manipulate visual elements to communicate an idea or position and to influence a particular audience.

● They all use visual rhetoric to make an argument.

● Arguments in media text can be categorized in the same way as arguments in print media.

Ethos- The ad states that donating one pint of your blood is enough to potentially save three lives.

Pathos- The collection box filled with blood instead of money is more personal makes the viewer think of what their blood could do for other people.

Logos- You can save lives without spending any money. You simply need to donate blood, which you have an endless supply of anyways.

Argument vs. Persuasion ● �Argument

o Seeks to clarify thought in an effort to address an issue or solve a problem; ideally it inspires truth

o Your logical reasoning and credible sources was used to convince you more than your emotional appeal.

● Persuasion

○ �Persuade you to buy by any means necessary

○ Your emotional response to that appeal was used to convince you more than any other appeal.

Ethos- 27 people a day are victims of car accidents caused by speeding.

Pathos- The author uses a victim's leg and compares it to the damage done to the car.

Logos- Speeding can damage you and the people around you, not just your car.

Ethos- Paula Radcliffe, an olympic runner, supports nike.

Pathos- This ad shows an athlete happy, accomplishing her goals.

Logos- The image implies that with nike you can achieve all your athletic goals.

Media vs. Print Media argument Print Argument

Ethos- The author of this video is trying to convey the viewer that coke is needed to fulfill an empty space in someones soul even for a polar bear.Pathos- The author is grabbing the attention of the viewer by including a polar bears instead of humans and including a problem that makes the viewers wonder what is coming up next.Logos- The author uses logos in the video when the polar bear issues a problem while getting the coke.

Ethos- The author of this image is trying to convey the reader to make them think that if they buy this product they will be like the model advertising the image.Pathos- The author tries to get the viewers attention by including a catch phrase to make the viewer more interested in the product.Logos- The author uses logos in the model by make the adience think they will look like her if they buy the product.

Design and Color Symmetry

- The author of this picture tried to make the audience think that hot dogs and the product go well together by placing them next to each other and making heart symbols with mustard symbolizing love between each other.

Size, Style and color- The author used animation in the image to make the colors more attractive and to manipulate the pictures and also used a catch phrase to also attract the reader´s attention.

Font- The author uses a white background to make the product, letters and the hotdog pop out of the picture making it more interesting to the viewer.

Ethos-The author provides the name of the company and the time the product has been up for to get the buyer trust more in the product.Pathos- The author is trying to grab the author´s attention by making it appear that the mustard is in love with the hot dog.Logos- The author uses logic by putting mustard and a hot dog in the picture because they go well together.

Art as Visual Argument● Art can also be used for argument● Any painting can be used as an argument for the artist’s

vision.● Sometimes art is enlisted directly in an effort to persuade or to

put forth a particular position on an issue or situation.● Consider the historical context of the art work● Colors, size, and style are used to persuade

Ethos- The author attempts to show the audience that texting and driving kills many people but fails to provide sources.Pathos- The author used the common topic of texting and driving to grab the audience’s attention. The author targets fear to prove their point. Every parent who has a driving child worries about what might happen when their child is alone on the road.Logos- It is common knowledge that texting and driving causes millions of accidents and deaths each year.

Images● �Images can be compared to

contemporary print or television advertisements: as propaganda whose purpose was to persuade rather than to engage viewers in serious argumentation.

● Ethos: The ad uses Uncle Sam, as a credible source because he is a representation of our country.

● Pathos: Uncle Sam looks serious and is wearing the traditional american colors to inspire patriotism into soldiers

● Logos: Joining the army will help your country by obtaining more soldiers to help win wars and battles.

Images● �Images can be compared to

contemporary print or television advertisements: as propaganda whose purpose was to persuade rather than to engage viewers in serious argumentation.

● Ethos: The ad attempts to state that investing 10% in war bonds will keep invaders away from american homes but provides no proof.

● Pathos: The Japanese man looks frightening and evil while he attacks the scared woman, making the Japanese seem like monsters.

● Logos: Investing money in war bonds control inflation and finance government operations during war.

Bibliography● http://www.coolmarketingthoughts.com/2006/10/15/give-blood/● http://design.tutsplus.com/articles/20-creative-interesting-and-amusing-advertisements--psd-10270● http://adage.com/article/global-news/ambush-marketer-nike-strikes-olympics/236456/● https://www.youtube.com/watch?v=S2nBBMbjS8w● https://www.flickr.com/photos/72213316@N00/4759215701/● https://www.flickr.com/photos/jbcurio/5323534539/● http://www.funnyjunk.com/funny_pictures/1094351/I/● http://www.learnnc.org/lp/editions/ww1posters/6203● http://funny-pictures.picphotos.net/tweet-this-digg-this-save-to-delicious-stumble-it-rss-feed/bank.imgdumpr.com

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