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Chapter 10 asks you to analyze visual images in order to understand their rhetorical effects—their ability to move us either emotionally or intellectually. Images create their effects both from the techniques by which they were created (be they photos, drawings, or paintings), and from the contents and composition of the images themselves. By the end of the chapter, you should understand the following: 1. There are strategies of visual rhetoric that you can employ in academic, professional, and civic settings. 2. Visual literacy is essential to becoming a savvy consumer, and cultural critic. 3. Various camera techniques, including distance from subject, orientation to image, eye gaze, and point of view influence the effects the image will have upon the viewer. 4. The settings, furnishings, and props in an image carry significant social meanings, and often create stories that carry both obvious and subtle messages. 5. Advertisers target specific audiences and then use a variety of strategies, many of them visual, to move the hearts and minds of their target audiences.
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