Representing Others Representing Others in Visual Rhetoricin Visual Rhetoric

1105 Scanlon1105 Scanlon

Fall 2009Fall 2009

Refresher:Refresher:

Visual Arguments:Visual Arguments:• inform (increase awareness)inform (increase awareness)• convince (persuade)convince (persuade)• explore (challenge pre-conceived explore (challenge pre-conceived

notions)notions)• make decisions (call for action)make decisions (call for action)• talk about the past, present, or futuretalk about the past, present, or future

Everything’s An Argument, Lunsford. p.p. 9-20

Advertising: The Optimist ViewAdvertising: The Optimist View

Theorists Horkheimer & Adorno:Theorists Horkheimer & Adorno:““Advertising is [the culture industry’s] Advertising is [the culture industry’s]

elixir of life….In a competitive society, elixir of life….In a competitive society, advertising performed the social service advertising performed the social service of informing the buyer about the of informing the buyer about the market; it made choice easier and market; it made choice easier and helped the unknown but more efficient helped the unknown but more efficient supplier to dispose of his goods. Far supplier to dispose of his goods. Far from costing time, it saved it….” (162). from costing time, it saved it….” (162).

““The triumph of advertising in the The triumph of advertising in the culture industry is that consumers culture industry is that consumers feel compelled to buy and use its feel compelled to buy and use its products even though they see products even though they see through them” (167).through them” (167).

Advertising: The Pessimist ViewAdvertising: The Pessimist View

Let’s take a vote:Let’s take a vote:

Does advertising inform us Does advertising inform us about the choices we make or about the choices we make or does it force us to conform?does it force us to conform?

0Optimists

0Pessimists

Branding or Stereotyping?Branding or Stereotyping?

““Marked differentiations such as those of A Marked differentiations such as those of A and B films, or of stories in magazines in and B films, or of stories in magazines in different price ranges, depend not so different price ranges, depend not so much on subject matter as on classifying, much on subject matter as on classifying, organizing, and labeling consumers” (123).organizing, and labeling consumers” (123).

““The standard of life enjoyed corresponds The standard of life enjoyed corresponds very closely to the degree to which classes very closely to the degree to which classes and individuals are essentially bound up and individuals are essentially bound up within the system” (150).within the system” (150).

Media StereotypesMedia Stereotypes

Microsoft vs. AppleMicrosoft vs. Apple

http://bradley.chattablogs.com/archives/2007/05/

““Back to School” salesBack to School” sales

Media StereotypesMedia Stereotypes

http://tinypic.com/view.php?pic=otm0ld&s=3

Media StereotypesMedia Stereotypes

Band-aidsBand-aids

http://directorblue.blogspot.com/2009_03_01_archive.html

Media StereotypesMedia Stereotypes

Abercrombie & FitchAbercrombie & Fitch

http://flowtv.org/?p=3923

Media StereotypingMedia Stereotyping

Land RoverLand Rover

Picturing Texts, Faigley et al., p.p. 32

Media StereotypingMedia Stereotyping

BratzBratz

http://www.mothertalkers.com/tag/Barbies

Watch these clips…Watch these clips…

Now complete your own analysis Now complete your own analysis on any on any oneone of the clips: of the clips:

What people or groups are represented, and how?What people or groups are represented, and how?

How are people represented visually? What might those How are people represented visually? What might those people think of the way they are represented?people think of the way they are represented?

How are people represented verbally? How are they How are people represented verbally? How are they described or quoted?described or quoted?

Does the text overgeneralize or in any way suggest a Does the text overgeneralize or in any way suggest a stereotype? Is this intentional? If so—for what purpose?stereotype? Is this intentional? If so—for what purpose?

What purpose does the text have?What purpose does the text have?

Who is the intended audience? Who might like and Who is the intended audience? Who might like and appreciate this? Who might dislike it?appreciate this? Who might dislike it?

What is the point of view? Critical? Sympathetic? Ironic? What is the point of view? Critical? Sympathetic? Ironic? Something else? What cultural or historical factors might Something else? What cultural or historical factors might account for the point of view?account for the point of view?

Your own ProductsYour own Products

Choose one product from your Choose one product from your personal inventory that you personal inventory that you believe demonstrates media believe demonstrates media stereotypingstereotyping

Write your own vignetteWrite your own vignette Keep media stereotypes in mind, Keep media stereotypes in mind,

but remember to describe and but remember to describe and show, not react and tellshow, not react and tell

Fighting StereotypesFighting Stereotypes

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