According to the Wikibook Visual Rhetoric, rhetoric is the art of persuasion using language. Classical philosophers used rhetorical appeals in their speeches to persuade people to their point of view. In the realm of visual rhetoric, the viewer may analyze how images communicate and persuade.

“Rhetoric may be defined as the faculty of observing [discovering] in any given case the available [appropriate] means of persuasion”

– Aristotle, qtd. in Bizzell 160

James Francis Jr.’s chapter “Visual Analysis in Composition & Rhetoric and Literature” explains how visual analysis functions within the composition classroom and life outside of that space. Throughout this chapter, we will consider a visual text as one that tells a story or makes a persuasive argument through its form and content without a leading or major focus on the written word. As you read this chapter, please consider these three questions to help provide a better understanding of visual analysis toward its effective use in writing:

1. What is a visual analysis?
2. Why is visual analysis important?
3. How can we use visual analysis in the composition & rhetoric and literature classrooms?

What is Visual Analysis?

In the simplest understanding, visual analysis is the action of analyzing visuals to comprehend the messages they communicate to various audiences. However, a deeper investigation separates visual analysis into two concepts: visual rhetoric, which communicates through images, and visual literacy, which refers to our ability to interpret these visuals. In other words, visuals are composed of elements like color, shape, space, texture, shading, and positioning that convey specific messages and meaning based on the arrangement of the elements working together and their individual impact. How we “read” (interpret) them depends on subjective perspectives that we back up by using the text itself to support our analysis. Let’s take a look at an example in Figure 1.

By reading the elements of this photograph – without any other context provided – we might come to the following conclusions:

• The photograph represents a protest.
• The people pictured are angry/upset about an issue.
• The people are united in their objective.
• This is a public demonstration.
• The situation is immediate.

How can we make these interpretations?

• The image depicts a gathering of people with fists raised high in a symbolic protest gesture.
• Their mouths are open, indicating voices yelling for recognition.
• The flags carried by the people are all the same color.
• There is a police presence in the background, typically to provide public oversight.
• The photo is framed in closeup which provides an urgent mood/tone.

This type of reading is something we do every day as we interpret traffic lights while driving, say hello to a stranger on the sidewalk based on their facial expression, and binge-watch a favorite TV series into the wee hours of the morning, following visual cues provided in each episode. Having considered how a photograph communicates urgency and unity, it’s important to explore how visual analysis applies to everyday life and your composition class.

Why is Visual Analysis Important?

Because we read visuals all the time is the exact reason why visual analysis is important. We need to know how to understand visuals because they represent such large components of life: human communication, learning how-to do something, and entertainment; and within the classroom, they function as aids to help us develop critical reading, writing, and comprehension skills that can be applied to various modes of writing.

The following video introduces varied uses of visual elements in advertising. Watch the video and answer the questions that appear when you see the purple circle. Your score will be sent to the gradebook after answering all the questions.

How Can We Use Visual Analysis in the Composition & Rhetoric and Literature Classrooms?

First, we must remember that literature is written and visual. We encounter stories in the form of poems, short fiction, novellas/novels, screenplays, and stage plays. But stories are also told on the small screen (television) and big screen (cinematic shorts and feature-length movies). In both composition & rhetoric and literature courses, we are sometimes provided a visual text to examine. When prompted to engage in the writing process, your instructor might ask you to write a:

• Review/Evaluation
  • A movie review is comparable to a book review. Your argument centers on the personal evaluation of the film (what you like, dislike, or other and why) and takes into account literary/film elements that support your claim. What separates the book and movie review is simply the medium, the format of film as a visual narrative instead of a written narrative. As a movie, elements that relate to the visuals – cinematography, camera shots, framing, montage, set and costume design – are often given priority to discuss how they contribute to the favorable and/or negative review. For a more detailed list of written and visual literature terminology, see the Visual Terminology chart later in this section.

• Reflection
  • Watching a TV series or film allows you, the viewer, to compare your own lives with characters and situations represented in the narrative. An introspective discussion forms to demonstrate your personal relatability to, or disconnection from, the story. The reflection also offers the writer a chance to discuss how the narrative content of the series/film offers relevant social commentary. For example, Spike Jonze’s Her makes real-world associations regarding our use or misuse of technology to communicate with each other.
• Rhetorical Analysis
  • The writing could involve examining an advertisement, commercial, or marketing campaign to demonstrate how design principles (the CRAP test – contrast, repetition, alignment, proximity), use of color, and font choice indicate uses of ethos, pathos, and/or logos to effectively communicate a message and persuade the viewer. Figure 2 is an example.

Example of Rhetorical Analysis

 

The soft and warm autumn colors of the natural environment (trees, land, and water) in Figure 2 contrast the hard and cold building material of West Point to create a welcoming atmosphere. We see the poster like an advertisement for a vacation spot more than a military academy: repetition bonds the environment to the academy, as the blue and orange (primary and secondary) color scheme of the setting also appears in the text; center-alignment pulls focus directly to West Point; and the academy exists in close proximity to the natural elements to persuade the viewer to consider it in a similar perspective – natural.

The poster creates an emotional connection with its audience, particularly people who may be on the fence regarding military service and/or individuals who never considered it as a possibility. It is cohesive in its message and persuasive as it appeals to the viewer’s desire to connect with nature in a picturesque location. The sailboats convey a sense of tranquility, and the academy resembles a regal castle nestled in a fairy tale landscape. We are convinced that even if we never thought about joining the military, doesn’t West Point seem like a great place to start if we make that life decision?

• Analysis/Critique
  • Literary analysis and film criticism function in the same manner – unlike the review – to examine the text (story) in order to argue what the narrative form and/or content communicate to its audience. This is typically accomplished by examining story structure, use of literary & film devices; critical theory can also be applied to “read” the text through various lenses of criticism (feminist, critical race theory, Marxist, disability studies, cultural/new historicist, queer theory, gender studies, structuralist). Visual story elements are analyzed and criticism is applied to the text to unpack various arguments presented in the narrative.
  • Art criticism represents another extension of visual analysis in which you might study a painting, photograph, sculpture, installation, drawing, or other medium to interpret what the artist’s work represents – what they are communicating to their audience through the art text.
  • Intertextuality considers how one image relates to another image. Are there similarities? Is it a certain type of image, advertisement, family photo? This is important because the more images that are similar, the more symbols our society comes to know, and the study of semiotics is born, which can be defined as the study of signs, symbols, the interpretations of each. Intertextuality is commonly present in pop culture, media, and advertising.
  • Psychology must also be looked at when studying images. Trying to figure out what impact certain colors, shapes, symbols have on people is important in figuring out their reactions. This psychology could change from culture to culture. Cultural studies are also important. Two people from different backgrounds could see images in completely opposite views.
• Research
  • The previous section on analysis/critique involves conducting research; however, research writing might also focus on a visual text in an informative manner: providing historical and cultural context, investigating development, offering description and/or definition, reporting findings, and more. In this respect, the visual text is the site of investigation and sometimes a prompt for the writing exercise. You might research the production history of Inception or use the film to research a topic presented within it, such as lucid dreaming.

What unifies these various types of writing is that you offer persuasive arguments for your audience to consider, and supporting evidence (most often secondary source material) is used to develop the conversation and validate your claims. Visuals are used as primary sources for evaluation and/or prompts to help illustrate or provide a rhetorical situation to investigate. Although visual analysis has been covered in a few different ways in this section, always consult your instructor and/or your assignment sheet guidelines if you are unsure how visuals are being used in your course and what the expectations are for how you engage with them.

*** The elements/terms mentioned in the various types of visual texts identified above are not exhaustive. For a more comprehensive listing, try performing “soft” research in which you utilize services such as Google or Wikipedia to obtain more information regarding the specific medium.

Common Ways We Analyze Visual Rhetoric

If you are tasked with analyzing an image or choosing an image to support your own argument, you will consider what an image represents or what image will act as an effective tool to support your writing. As introduced above, literary analysis, art criticism, intertextuality, and psychology are all ways we can analyze the meaning of an image.

If we want to analyze the presence of the flag at the United States Marie Corps War Memorial, we must think about the meaning of the flag. According to Scholarly Community Encyclopedia, “Semiotic theory is defined as a theory that seeks to describe the rhetorical significance of sign-making. The central idea of the theory is that a sign does not exist outside of a contextual experience, but it only exists in relation to other signs, objects, and entities.” Objects can take on a symbolic meaning; images can represent concepts known to our culture when they have a common meaning throughout our society. The USMC War Memorial is, in part, a powerful image because of the use of the American flag, which stands for patriotism.

Since visual rhetoric found its beginnings in art criticism, you could select a piece of fine art and look at aspects in the design and symbolism to try and explain what the artist was trying to say. One image ripe for analysis is Starry Night by Vincent Van Gogh.

To some people, it is simply a beautiful painting to look at, while others see a foreshadowing to his death. He includes a cypress tree, which is a cemetery tree. He also has the stars, in Van Gogh’s time, heaven was being in the stars. Now that painting would be looked at by a rhetorician and be analyzed in the same way- by looking at all aspects of it.

Photography also provides an opportunity for analysis. Dorothea Lange’s ‘Migrant Mother’ powerfully captures the hardship and resilience of American families during the Great Depression, inviting viewers to reflect on both historic and personal meanings (see Figure 5). An analysis could explain that the stark black and white palette and the mother’s somber expression highlight both resilience and vulnerability, inviting viewers to empathize with the subject. And an argument can be made that this photograph not only documents individual pain but also influenced public opinion and policy, demonstrating how visual rhetoric can shape collective response and action.

Visual rhetoric is a broad and interesting field that invites us to look beyond surface appearances and consider the deeper meanings conveyed by images. Although interpretations may vary based on individual experiences and cultural backgrounds, this diversity of perspectives enriches our understanding of visual texts. By employing the tools and concepts explored in this chapter—such as visual literacy, rhetorical appeals, and cultural context—we can critically analyze images not just as art, but as powerful communicative forces that shape public opinion and personal beliefs. As you continue to engage with visual rhetoric, remember that your unique viewpoint is an essential part of meaning-making, allowing you to navigate and respond thoughtfully to the many visual messages encountered in everyday life and academic inquiry.