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Analyzing Visual Media

writing workshop visual media analysis assignment

This interactive lesson covers applying rhetorical strategies to analyze visual media sources in order to think critically about the media we interact with on a regular basis. This lesson includes video, audio, images, and text, and a mix of online and offline interactive activities.

  • Analyzing Visual Media lesson
  • Analyzing Visual Media worksheet

Analyzing Advertisements

television set with image of shopping cart on screen

If you are looking for an example advertisement to analyze on your own, the following list includes excellent videos that can help you practice your analytical skills. It is recommended you complete the Analyzing Media lesson first before you analyze a video ad on your own to familiarize you with the process. Keep in mind that while these are videos, you can apply this same process of analysis to any visual medium.

  • My Beauty, My Say (Dove)
  • We Accept (AirBnB)
  • Daughter (Audi)
  • Be True (Nike)
  • Facebook Here Together Ad
  • We Believe: The Best Men Can Be (Gillette)

You can use the Analyzing Visual Media worksheet to guide you through the process and help you keep track of your analysis.

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  • Last Updated: Jan 12, 2024 9:36 AM
  • URL: https://guides.lib.uh.edu/ENGL1301

ENGL 1010: College Composition & Rhetoric: Visual Analysis

  • Getting Started
  • Visual Analysis
  • Evaluate Sources
  • Find Background Information
  • Find Sources
  • Annotated Bibliographies
  • Cite Sources

Visual Analysis Assignment

The Visual Analysis assignment requires you to locate a still, visual text for analysis during your time in the course. Examples of this may include a public service announcement (PSA), advertisement, album cover, or other type of visual text your instructor decides on. 

Your essay will look into how the visual text persuades its audience through a thesis-based argument. A focus on the rhetorical appeals of ethos, pathos,  and  logos--- as well as their roles in shaping the need for the visual text within a specific cultural and historical context---will be expected of you in this assignment.

This page will aid you in the process of discovering the art of rhetorical reading and observation through finding useful resources and accessing available services through UW Libraries which is always open and ready to assist you in any way. Feel free to stop by , make an appointment , or contact us through  email  or  chat!

"Research is seeing what everybody else has seen and thinking what nobody else has thought."               

                                                                                                                                                                          Albert  Szent-Györgyi 

Finding Recent PSAs - Tutorial

writing workshop visual media analysis assignment

  • ENGL 1010 - Finding Recent PSAs through UW Libraries

Finding Older PSAs - Tutorial

  • ENGL 1010 - Finding Older PSAs through UW Libraries

Using Google's Advanced Image Search - Tutorial

writing workshop visual media analysis assignment

  • ENGL 1010 - Using Google's Advanced Image Search

Google Search Options

  • Google Advanced Image Search Advanced search feature by Google for images. Recommended for the VA assignment.
  • Google Advanced Search Similar to the Google Advanced Image Search, this feature allows users to search for supplementary sources.

How to Cite Images - APA & MLA

Depending on your instructor, you will be asked to cite your resources in either APA or MLA format.

Since you'll most likely be accessing your image through either a website or database, the below examples are made to portray that. The links at the end will give you more information on citing different resource types.

MLA (9th Edition):

  • In-text citation: "..." (Creator's   last name or Corporation , "Title of image").
  • Pacific Outdoor. "Fight Back...Drive 55! A Billboard Editorial."  Duke Digital Collections , https://repository.d uke.edu/dc/outdooradvertising/ BBB5007. Accessed 31 August 2023.

MLA Citation Guide through OWL Purdue

APA (7th Edition):

  • In-text citation: "..." (Creator's last name or Corporation , Year) 
  • Pacific Outdoor. (n.d.).  Fight Back...Drive 55! . Duke Digital Collections. https://repository. duke.edu/dc/outdooradvertising/ BBB5007

APA Citation Guide through OWL Purdue

Popular Image Database Collections - Multidisciplinary

  • Associated Press Images Collection This link opens in a new window A collection from the Associated Press chronicling moments in history through photographs, audio sound bites, graphics, and text.
  • Duke University Digital Collections This link opens in a new window Advertising digital collections that reproduce ads, handouts and other copy. On the Duke University Digital Collections platform.
  • Ebsco Image Collection (click on "Images" in MasterFile Complete) This link opens in a new window Multidisciplinary image collection database.

Gateway to over 300 digital collections maintained by the Library Of Congress including documents, photographs, motion pictures, sheet music, sound recordings, and more.

Subject-Specific Databases

The following databases provide visual resources of  interesting topic for your assignment. Feel free to play around and search their collections!

  • Digital Schomburg This link opens in a new window A collection of various resource types studying the history and culture of the peoples of Africa and the African Diaspora. On the NY Public Library platform.
  • First World War: Personal Experiences; Propaganda and Recruitment; Visual Perspectives and Narratives; A Global Conflict This link opens in a new window Collection of various WWI materials for research includes recruitment posters and ephemera. On the Adam Matthew platform.
  • Gender: Identity and Social Change This link opens in a new window Primary source collection on the changing nature of gender roles from the nineteenth century to the present.
  • Latino American Experience This link opens in a new window Chicano studies database with full-text articles, documents, media, speeches, maps, songs, interviews, and photographs. On the ABC-CLIO platform.
  • Political Extremism & Radicalism This link opens in a new window Database concerning political extremism consisting of periodicals, government records, oral histories and campaign ephemera from 1900 – 2010s. On the Gale platform.

Popular Databases for Finding Secondary Sources

Database platform that includes 100-some other indexing, full-text and reference databases (listed separately). On the ProQuest platform.

Multidisciplinary indexing/full-text database that covers scholarly journal articles back to 1975. On the EBSCOhost platform.

  • Britannica Academic Edition This link opens in a new window Full-text reference database that includes encyclopedia articles from Encyclopædia Britannica, primary sources, and media. On the Britannica platform.
  • JSTOR (Journal Storage Archive) This link opens in a new window eJournal platform running complete back runs of journals in a multitude of disciplines. On the JSTOR platform.

Resources Outside of UW Libraries

The below resources can be found outside of UW Libraries. They offer verified collections of visual text that can be used for your VA assignment. 

  • The Ad Council A non-profit organization which produces, distributes, and promotes public service announcements for a variety of sponsors.

Visual Rhetoric - Helpful Links

writing workshop visual media analysis assignment

  • Purdue OWL: Visual Rheoric by OWLPurdue

Three Rhetorical Appeals - Helpful Links

writing workshop visual media analysis assignment

  • The Three Persuasive Appeals: Logos, Ethos, and Pathos by Kristina Ulmer
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  • Last Updated: Mar 13, 2024 9:39 AM
  • URL: https://uwyo.libguides.com/ENGL1010

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Writing Workshop: Visual Media Analysis

The "Read Books, Share the Love" advertisement effectively convinces people to read more books. The advertisement targets parents of young children. In the ad, a mother and father are reading a book to their two young children. Most parents certainly would want their children to do well academically. This ad effectively encourages literacy. Which of the following revisions would most improve this paragraph?

discussing techniques used in the ad

The advertisement targets parents who could easily associate the children in the picture with their own children. In the ad, a mother and father are reading a book to their two young children. This has a positive connotation of intimacy and love. The image implies that reading is not just intellectually beneficial, but that it creates a closer bond between parents and their children. Because of this association technique, parents are persuaded to read to their children. Most parents certainly would want their children to do well academically and feel loved at the same time. Therefore, this ad effectively encourages literacy. Which of the following revisions will most likely improve this paragraph?

NOT!!the evaluation of the ad's technique

I believe that the "Read Books, Share the Love" advertisement effectively uses the association technique to convince people to read more books. The advertisement targets parents who perhaps could easily associate the children in the picture with their own children. In the ad, a mother and father are reading a book to their two young children. It seems that this has a positive connotation of intimacy and love. Maybe the image implies that reading is not just intellectually beneficial, but that it creates a closer bond between parents and their children. Because of this association technique, parents are persuaded to read to their children. Most parents certainly would want their children to do well academically and feel loved at the same time. Therefore, this ad effectively encourages literacy. Which revision would most likely improve this paragraph?

NOT!!a comprehensive topic sentence

The last step in evaluating the media analysis paragraph is to ensure that you have

written a conclusion based on the thesis.

Which best describes the target audience of this advertisement?

young adults who want to stay healthy

An exceptional media response paragraph must include

a strong conclusion based on the thesis.

Which of the following slogans best exemplifies the bandwagon technique?

America has fallen in love with Morning Bran Cereal. Isn't it time you fall in love too?

Which of the following slogans would most likely appeal to parents of young children?

Milk, for growing bodies and blossoming young minds.

The final step of judging an advertisement's effectiveness is to

NOT!!identify its media technique.

Which step must you complete before writing a media assessment paragraph?

finding strong supporting details to prove your point

Which of the following slogans best exemplifies the flattery technique?

You're the best there is! Shouldn't your breakfast cereal also be the best? Morning Bran!

While revising your media analysis paragraph, remove

any ideas that do not fit or reinforce your overall viewpoint.

Examine a Department of Education advertising campaign that promotes universal literacy. Analyze the campaign to discover the target audience and the advertising techniques used. Then evaluate the effectiveness of these advertising techniques. Write a formal paragraph in which you explain how the advertising campaign promotes literacy to its audience and how effective it is in doing so. The purpose of the response paragraph will be to

analyze the Department of Education's literacy ad campaign.

Which persuasive media technique is used in this advertisement?

The "Read Books, Share the Love" advertisement effectively uses the association technique to convince people to read more books. The advertisement targets parents who could easily associate the children in the picture with their own children. This has a positive connotation of intimacy and love. The image implies that reading is not just intellectually beneficial, but that it creates a closer bond between parents and their children. Because of this association technique, parents are persuaded to read to their children. Most parents certainly would want their children to do well academically and feel loved at the same time. Therefore, this ad effectively encourages literacy. Which of the following revisions would most improve this paragraph?

specific details from the poster

Writing Workshop: Visual Media Analysis Flashcard

writing workshop visual media analysis assignment

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    This interactive lesson covers applying rhetorical strategies to analyze visual media sources in order to think critically about the media we interact with on a regular basis. This lesson includes video, audio, images, and text, and a mix of online and offline interactive activities. Analyzing Visual Media lesson. Analyzing Visual Media worksheet.

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    The Visual Analysis assignment requires you to locate a still, visual text for analysis during your time in the course. Examples of this may include a public service announcement (PSA), advertisement, album cover, or other type of visual text your instructor decides on. Your essay will look into how the visual text persuades its audience ...

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