Breaking Down an Image written by Jenna Pack.

We come across many images on a daily basis, but we rarely stop to think about what those images
mean or about how they persuade us. Yet, images have power, which is why we need to understand
how to analyze them. When you’re analyzing an image to understan d the message it portrays, this is
called visual rhetoric. Visual rhetoric is a means of communication that uses images to create
meaning or to make an argument.

The first thing to consider when breaking down, or analyzing, an image is the rhetorical situation: the
audience, context, and purpose. Each of these elements is essential in order to understand the
message an image portrays. It is important to remember that you can analyze all different types of
images, including advertisements, Public Service Announcements (PSAs), websites, paintings,
photographs, and more. Here, we will look at an advertisement:

Belviso, Luciano, "Day 34" June 11, 2011 via Flickr.

Creative Commons Attribution (CC BY 2.0)

Audience

The audience consists of who is being targeted by the author, designer, or creator. In the above
image, it appears that the audience is men. How do we know this? Not only is the person running in
the background a man, but the color of the watch and the size of the watch face indicate that the
watch is likely a man’s watch. Of course, women could indirectly be an audience, too, since they
might want to buy this watch for someone or wear it themselves. In addition, the aud ience might be
male athletes or outdoor enthusiasts. If you pay close attention to the watch features, it includes
North, South, East, and West orientations; it is digital with various modes that likely include a
stopwatch, and it has a light for when it is dark. All of these features are likely to appeal to outdoors
types, athletes, or both.

Context
The context includes any background information that will help you understand and analyze an
image. In the above image, the most important context is that the watch is a Pro Trek watch. If you
did some research, you would find out that Pro Trek watches are part of Casio, an electronics
manufacturing company. Knowing that Casio is an electronics company, we might assume that they
value functionality over aesthetics; therefore, this might be the reason why the above watch is not
very decorative or complex, but is still the focal point of the image. This is because Casio wants to
feature the watch’s functionality.

Purpose
Purpose refers to the overall goal for creating an image. With advertisements, that goal is fairly easy
to understand. Advertisements are almost always made to sell items. In our example image, the
purpose is to sell the Pro Trek watch.

There are many other strategies to consider when breaking down an image. It’s always important to
consider the rhetorical situation first, since that will help you interpret the purpose of the other
strategies the designer uses. Then, you can begin to interpret the other persuasive techniques that
influence the overall message of the image, including the tone, arrangement, text, typography, and
color.

Tone

In literature, tone refers to the author’s attitude toward the subject. So, with regard to images, ton e
can also refer to the photographer/artist’s/designer’s perspective on the issue. In our image above,
the tone is a bit hard to interpret. However, the fact that the watch is focused and up close while the
background image of a person is blurred gives us a clue: it seems that the designer is portraying that
the wearer of the watch is not that important. The watch is what’s significant. Perhaps the message is
that anyone can wear these watches. Whether or not this is an effective approach to selling the
watch is up for debate!

Arrangement

Arrangement refers to the placement of images, graphics, and text in an image. There are two key
elements of arrangement—location and scale. Location refers to where a text or image is placed,
whereas scale refers to the relative size of the visual components.

Location
Typically, our eyes scan an image, text, and/or webpage from left to right and from top to bottom.
The designer of this advertisement has placed the Pro Trek logo and the image of the watch to the
right side of the page—top and bottom, respectively. If the designer wanted our eyes to go to the
logo first, he or she probably should have placed the logo at the top left corner so our eyes would
catch that logo first. However, because the size of the watch is so large, it is obvious that the focus is
the watch. This brings us to the term scale.

Scale
As discussed, image of the watch is both large and focused (compared to the blurred image of the
man). Thus, the scale of the watch (its size in relation to everything else on the page), along with the
sharp focus, indicates that the designer wants to viewer to focus on the watch, ensuring that viewers
can see all the neat features this watch has to offer, while not getting distracted by other text or
images.

Text
Text is another important element to analyze, assuming an image includes text. If it does, the text is
obviously there for a purpose. Now, the only text on this advertisement is the company logo. This is
obviously there for the purpose of showing viewers what type of watch it is so they can find it online
or in a store. However, it is possible that this image could have been more effective if it included a
catch phrase like those we often see in print ads or in commercials (think of Skittles’ “Ta ste the
Rainbow” or Subway’s “Eat Fresh” slogans). If you see an image with text, consider the connotations
of the words, the possible underlying assumptions of the phrase, and the effect the words are meant
to have on the audience.

Typography

Typography refers to the font size and font type choices that are made in a visual composition.

Font Size
Notice that the font size of Pro Trek is actually smaller than the time indicated on the watch! This
seems to actually reduce the importance of the company as com pared to the importance of the watch
itself. Do you think this is an effective visual strategy to persuade the audience to buy a Pro Trek
watch?

Font Type
The font type we see with the words Pro Trek is strong, bolded, and in ALL CAPS. Since this
advertisement is for a men’s athletic watch, the STRONG, SERIOUS FONT TYPE is probably more

effective than a silly or playful font type .

Color
Color choices can really affect your audience, too. Colors can have different meanings ( connotations)
that implicitly portray a message. Colors can also enhance or detract from an image’s readability
depending on the level of contrast used.

Connotation
Notice that this advertisement has red hues in the background and orange/yellow hues in the
background and on the watch. The orange/yellow hues from the background tie in nicely with this
same color in the watch, creating a sense of coherence that makes the design feel professional and
therefore convincing. The red hues could connote warmth, raising the heart beat, getting the blood
pumping, which all symbolize that the watch is effective for athletes.
Readability

You also should think about practical concerns with color, such as whether or not the text color is
contrasted well enough with the background so that it is readable. For instance, THIS is more
effective than THIS.

The white/black contrast of the Pro Trek logo makes it easy to read.

Ultimately, the image we have just broken down has both effective and ineffective rhetorical effects
(persuasive effects). For instance, the absence of a catchy phrase might detract from its
persuasiveness, or the blurred image of the man might indirectly signal that the company cares more
about the watch than who its users are. On the other hand, though, the absence of text might send
the message that the watch is so amazing it speaks for itself. The blurred image might simply reflect
the movement of a man running, further emphasizing that this man is using the watch for athletic
purposes. These decisions about the effectiveness of each strategy really depend on your individual
analysis of the image. This is how you will make an argument about its effectiveness. While the
above terminology will be helpful for analysis, regardless of the terminology, the most important thing
to remember is this: visuals portray meaning, just as language does. If you take the time to
understand the strategies used in images to create meaning, then you will become a stronger critical
thinker, understanding how images are persuading you on a daily basis.
 A Checklist for Analyzing Socioeconomic Status in Print Advertisements
From：http://writingcommons.org/open-text/information-literacy/visual-literacy/ad-analysis/438-analyzing-ads-socioeconomic-status Accessed Oct. 7th, 2014

 Who appears to be the target audience for the advertisement?

 What seems to be the general tone of the advertisement? Serious? Playful? Satiric?

 Do you notice any other appeals to stereotypes regarding education or income levels (e.g., the “corporate
elite,” the "nouveau riche," or the “literary elite,” who may or may not earn high incomes but wield “power”
by virtue of educational or literary achievements)?

 How would you characterize the overall appearance of the models in the ad? If applicable, how would you
characterize their clothing? To what social class would you connect each model's attire? Are brand names
evident (e.g., Ralph Lauren, Ecco)? Are the models well-groomed or scruffy? Healthy or unhealthy? Thin
and fit or heavy and out of shape? Do the models' qualities suggest they are from a particular social class?
If so, how? Is the advertiser relying on stereotypical characterizations, then? Why do you think the
advertiser chose to portray them in these ways?

 What would you guess the average income is of the individuals featured in the ad and/or of the audience to
which the ad appeals?
 Do you notice any particular political appeals that may be related to class? With what social class would
you associate these appeals and why?

 Does the ad appeal to any stereotypes based on gender or race? On what evidence do you ground your
assumption? (Refer to the checklists in "Analyzing Ads: Gender" and "Analyzing Ads: Race" for more
specific questions on analyzing gender and race in advertisements.

 If possible, what do you infer to be the highest degree of education that the individuals featured in the ad
hold? Also in terms of level of education, who do you believe is the intended audience?

 What is the setting for the advertisement? An elegant spa? A pizza parlor?

 If text appears in the ad, what level of language is used, and for what purpose? Slang? Other informal
language? Technical jargon? Standard American English? Dialect? With what class do you associate the
use of this level of language? What is the effect of language use in this advertisement?

 Are symbols, metaphors, hyperbole, allusions, and/or other forms of figurative language used? If so, what
is the effect? Does the use of figurative language evoke appeals to class in any way?

 What appeals to ethos, pathos, and logos do you find? Are these appeals related to class issues? Do you
notice the use of any logical fallacies related to class issues (e.g., ad hominem, the slippery slope)? How
effective are they?

 In what ways does the advertisement appeal to class? Is the goal of the ad to encourage consumers to spend
for the purpose of obtaining, or acquiring the appearance of, a higher socioeconomic status? (Examples of
such strategy might be ads for a BMW or a Porsche that suggest the consumer would be more likely to
attract members of the opposite sex if he or she were to purchase the advertised car.) Or, does the ad urge
individuals to pursue an elite status (e.g., an American Express credit card) that will provide the illusion of
upward class mobility.
 A Checklist for Analyzing Race in Print Advertisements

Context: What is the context for this ad's publication? Where did it first appear—on television, on the
radio, on the Internet, or in a print source? What magazine or online site is it published at? If applicable,
where is the original billboard located? How would readers/viewers see or have seen this ad (driving by at
60 mph, as a small banner at the top of a website, as a glossy spread in a magazine, etc.)?

Audience: Who is the intended audience of this ad?

Product: What is the ad trying to sell? Can you identify it at first glance? The primary function of a visual
advertisement is to sell a specific product, service, or idea: Is the product prominently displayed? Or, is it
less noticeable than other aspects of the advertisement? On what expectations are the advertisers banking?
Of what does the ad say that its audience is in need? That is, what need does the product aim to fulfill? Is
there a correlation implied between the product and a particular race? If so, what is the demographic
associated with the advertisement?

People: Who is pictured in the ad? Of what race or ethnicity are the models/characters?

Body position: Are the models/characters sitting, standing, or moving? Where are they in relation to the
other elements of the ad? If there are models/characters of different races or ethnicities featured in the ad,
consider their positions in relation to one another: Does one model’s/character's body position seem inferior
or superior to the other's? Is his or her position contrasted against that of an individual of another race or
ethnicity? Based on body positions, can you make any assumptions about the relationships between the
represented demographics? What relationship do they have with the product being advertised?

Body language: What are the models'/characters' postures? Are they standing straight and tall, leaning
against something, sitting down, or hunching over? Where are their arms? How are their heads positioned?
Is there a clear emotion being conveyed by the models' body language? If there are models of different
races or ethnicities featured in the ad, consider their body language toward one another: Based on body
language, can you make any assumptions about the relationships between the represented demographics?

Movement: Is there explicit action or movement in the ad? Implied action or movement? How are the
characters interacting with each other in the commercial?

Diversity: What races or cultures are represented in the ad? Are the ethnicities of the models evident? If
there is more than one individual pictured in the ad, consider their appearances in relation to one another:
Are they all of the same general physical appearance and/or age? Are there equal numbers of people
representing each race? What can these observations tell you about the target audience of the ad?

Subtexts: What are the underlying arguments or assertions of the ad? Is there an obvious correlation
between race and the product? Is there an assumption made that a person of a certain race or culture might
find the product particularly interesting or useful? That is, does the advertisement directly target a particular
race, or does it seem racially nonspecific? If targeted, what does the ad communicate about the norms of the
demographic’s lifestyle, needs, and desires? Look for subtexts that both support and refute traditional racial
stereotypes.

Written language: Is there text in the ad? If so, is the text informational? Does it directly relate to the
product? Does it contain a slogan or catchphrase? Something else? What level of language is used? Slang?
Jargon? Does the language seem targeted toward a particular race? Can it be interpreted in multiple ways?