Visual Rhetoric
Visual rhetoric is an art of persuasive communication through text, images and typography. It surrounds the ability of visual knowledge and the capability to examine images for their form and connotation. Visual rhetoric majorly comprises the usage of images since it aids in forming the point of argument that the author expresses. Similarly, it includes how the writers organize sections of a visual text on a sheet. Analysis of a visual text is one of the important components of visual rhetoric.
Visual text 1
url: https://trendland.com/best-anti-smoking-ad-campaign/
The above text is an add which mean… well, I would hope it would be clear. The image is an Ad which is contrary to smoking. At the bottom of the image, it says, “Kill a Cigarette and Save Life. Yours.” It takes the images of persons smoking and generating a demonstration of a cigarette killing them. it is not displaying a realistic style that is, it is not displaying an image of a lung filled with smoke or a person fighting cancer but rather it is taking a better abstract way of demonstrating the way cigarettes kill you. The major communication is that cigarette smoking is equal to suicide. That means cigarette smokers are constantly killing themselves and entirely knowing what might occur. It illustrates this by taking the smoke that the cigarette smokers exhale and twist it in a way that it forms on the neck of the woman as a noose (hanging herself), a knife above a wrist (cutting your wrist). Since the picture was clearly treated and demonstrates a concept of an abstract it thereby has a low modality to it. It has a low saturation of colour because the photo is black and white- it implies that there is nothing joyful concerning what cigarettes does to a person’s body. The image has a higher modulation of colour to it because it contains different shades of grey and fewer color disparities.
Visual text 2
url: https://osocio.org/message/money-isnt-everything/
The picture above is an Australian Red Cross Ad. It states, “Money isn’t everything. Save up to three lives without spending a cent.” It is not real in that someone wouldn’t regularly see a donation jar (for money) full of blood. Nevertheless, it has high modality thus it can be taken as hyper-real. This is because it is not an impossible photo to make. It appears to be truly real. I said that it is hyper-real since the small donation glass box appears to be perfect with the contextual (several chairs) blurred out. The background is a low contextualization regarding the fact that is blurred out and have no details. It has higher depth because they are distinct shadows in the blurred background that demonstrates some kind of depth. It has high illumination also to it. There is also the top and bottom perspective. The bottom that shows blood in the donation box would represent the main significant message whereas the top states one does not need to donate money so that he or she can assist save lives. The bottom answers the question of what else which an individual can do to help save (up to three lives). The image has a fairly high saturation of color. The dark red color of the blood draws the viewer’s eye to it. There is black and white at the bottom, bluish-grey at the background and Red Cross.