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How do advertisers elicit a particular response from their
audience?
CBAPELC C6—The course teaches students to analyze how graphics and visual images both relate to written texts and serve as alternative forms of text themselves.
CBAPELC LO11—analyze image as text
ELA11LSV2.b Analyzes visual or aural techniques used in a media message for a particular audience and evaluates their effectiveness.
Media Messages
Have you seen these ads?
Why did you define the tone like you did?
List several adjectives that describe the tone of this ad.
How does the tone of this ad differ from the original Absolute ads?
What emotional reactions do you have when you view this ad?
Why do you think you have that reaction?
What cultural belief systems contributed to your emotional reaction?
How do advertisements play on our beliefs, fears, desires, needs, and emotions?
Why do you link the meaning you get from the layout to the compositional strategies in the layout?
List several adjectives that describe the tone of this ad.
How does the tone of this ad differ from the original Absolute ads?
What emotional reactions do you have when you view this ad?
Why do you think you have that reaction?
What cultural belief systems contributed to your emotional reaction?
Compare this ad to the traditional Absolute ad.
Tone? Mood? Emotional Reaction?
Who do you think created this ad
Why?
How do you feel when you look at this ad?
What is the warrant inherent in this ad?
What is the irony inherent in this ad?
What is the difference in tone?
How is this ad misleading?
What emotional reactions are we supposed to have as we view this ad?
Why do we have those reactions?
How might we train ourselves NOT to have those reactions?
Have you seen these ads?
What’s going on here?
List several adjectives that describe the tone of this ad.
How does the tone of this ad differ from the original Benetton ads?
What emotional reactions do you have when you view this ad?
Why do you think you have that reaction?
What cultural belief systems contributed to your emotional reaction?
How do advertisements play on our beliefs, fears, desires, needs, and emotions?
Consumerism
Think about the day after Thanksgiving. Do YOU go shopping?
What does this ad say about our society?
What is the tone of this ad?
Do you wear this brand?
How are women portrayed in ads?
What is the tone in this ad?What adjectives would you use to describe the tone?Why do you react the way you do? What cultural beliefs drive this ad?
What is your emotional reaction to this ad?
Look at the choice in diction. What effect does the choice in diction have on the overall tone of the ad?
Why?
These are REAL Nike ads.
One step ahead for women…
How are men portrayed in ads?
What is the tone in this ad?What adjectives would you use to describe the tone?Why do you react the way you do? What cultural beliefs drive this ad?
A little reality never hurt anyone.
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad?
1980 Camel Lights.
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad? How are our cultural beliefs different than they were 30, 50, even 10 years ago?
How does the tone differ from cigarette ads 50 years ago? 30 years ago?
Reality Check…
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad? How are our cultural beliefs different than they were 30, 50, even 10 years ago?
How does the tone differ from cigarette ads 50 years ago? 30 years ago?
1980
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad? How are our cultural beliefs different than they were 30, 50, even 10 years ago?
How does the tone differ from cigarette ads 50 years ago? 30 years ago?
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad? How are our cultural beliefs different than they were 30, 50, even 10 years ago?
How does the tone differ from cigarette ads 50 years ago? 30 years ago?
1955 Cigarette Ad.
Can you imagine seeing an ad like this today?
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad? How are our cultural beliefs different than they were 30, 50, even 10 years ago?
How does the tone differ from cigarette ads 50 years ago? 30 years ago?
Reality check. Cultural Statement.
1955
What is the tone in this ad?
What adjectives would you use to describe the tone?
Why do you react the way you do?
What cultural beliefs drive this ad? How are our cultural beliefs different than they were 30, 50, even 10 years ago?
How does the tone differ from cigarette ads 50 years ago? 30 years ago?
Compare the tone in this to the previous ads.
Yum Yum
Compare.
What is the difference between this real ad and the others?
What is the tone of this ad?
What is missing in this ad? Why?
What is your emotional reaction to this ad?
What is the message here?
1950’s
What is the warrant in this picture?
What is the difference between the tone of this ad and the spoof ads you have seen?
What adjectives would you use to describe this ad? What was the hidden message behind this ad?
Tone?
What is your immediate reaction to this ad?
1950
How the times have changed…..
Putting theory into practice
Now that you have viewed several spoof ads and real ads, it is time to put what you have learned about the power of visual argument into practice.
Think about your thesis for your researched argument paper. If you had to make a visual argument commensurate to your thesis, what pictures would you use? What words would you use along with the pictures?
Create a visual argument that sends a message similar to your thesis.
Directions
Examine your thesis. Brainstorm several visuals that you could use that would symbolize your primary claim. Perhaps you could even include some secondary claims in your visual.
Find these pictures online or in magazines. Place these pictures on a PowerPoint slide OR on a poster.
You are allowed to have ONE caption on your slide/poster, so make it count.
Rhetorical Analysis
Rhetorical Analysis: You should be able to describe why you made the rhetorical decisions you did.
Write a 300-500 word analysis of your layout. Aim at describing as fully as possible how your set of chosen design strategies asks your particular audience to respond to your composition. You’ll need to describe your audience and your compositional strategies in as much detail as possible.
What kind of reaction do you want your audience to have when they view your “ad”?
