VISUAL ARGUMENTS

Visual arguments come in many different forms and use many different media, including fine art, advertisements, cartoons, graphics, and news photos. Artists, photographers, advertisers, cartoonists, and designers often approach their work with similar intentions that authors of written works do—they want to share a point of view, influence their audiences, present ideas or concepts, and inspire or evoke reactions.

STRATEGIES FOR INTERPRETING VISUAL ARGUMENTS

As critical readers of written arguments, we consider the author’s purpose and intent, audience, style, tone, evidence, and support. We should apply these same analytical tools to "reading" visual arguments by examining and interpreting the premise, claims, details, evidence, and stylistic touches embodied by the piece. Questions to consider include:

• Who is the target audience?
• What claims are made in the image(s)?
• What shared assumptions—or warrants—does the image make?
• What is the supporting evidence?

UNDERSTANDING HOW VISUALS WORK

Visuals often employ color, shape, line, texture, depth, and point of view to create their effect. To understand the persuasive power of visuals, we should consider specific aspects of their form and design:

• What images catch the eye? What is the central image? How do other images included work with it? What is the relationship between these images?
• What is significant about the image?
• What verbal information is included?
• What specific details are emphasized? Are any details exaggerated or idealized?
• How does the visual employ color and shading?
• Does the visual create an emotional impact?
• Does the visual compel you to learn more about the subject or message?
• What symbolism is embedded in the image?
• Does the image tap into any cultural assumptions or ideas?

Surveying visuals as if they were written arguments enables us to formulate reasoned assessments of their messages and intentions.

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