Academic Writing II

Visual
Argumentation
Visual Argumentation
Lesson Overview

Visual argumentation is the focus of this lesson.

The lesson takes you through what are visual
arguments and how to interpret, analyse and
evaluate such arguments.

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Visual Argumentation
Lesson Objectives

At the end of this session, you should be able to:

1. Understand the basic components of visual arguments

2. State the claim being made by specific images
3. Explain the symbolic meaning associated with the different
elements of images
4. Identify the intended audience of specific images
5. Outline the assumptions made by the creator of the image
about the target audience
6. Evaluate the effectiveness of images in presenting the
argument

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Visual Argumentation
Pre-lesson Activity
What message are the following images sending? Note your responses as we
will revisit the images later in the tutorial.

Image #1 Image #2

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 Visual Argumentation
What are visual arguments?
“A picture is worth a thousand words”

How many times have you heard the popular saying above? If this statement is indeed
true, it is no surprise that many persons opt to use this medium to express their views on
controversial issues. This is known as visual argumentation. Visual argument:

• Is a form of communication that uses images to create meaning or present an

argument.
• Communicates its position and evidence to support it largely through images rather
than words.

Visual arguments use images to engage viewers and persuade them to accept a particular
idea or point of view.

You will find that Advertisements, one popular type of visual argument, use images to
make a product or service appealing to the target audience, or to make a link, between a
product and a particular lifestyle or identity.

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 Visual Argumentation
Forms that utilize visual arguments
 Photographs
 Drawings, Paintings, Sculptures
 Cartoons
 Diagrams, flow charts
 Graphs, tables
 Films (motion pictures, documentaries)
 Web pages
 Advertisements

Some Features:
• Use of icons (well-known images that instantly provoke particular reactions)
• Use of symbols (images to which a particular meaning has been attached)
• Juxtaposition of unrelated materials -(viewer led to make new associations/ draw
new conclusions)
• Selection of content (deliberate inclusion/exclusion of material)

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 Visual Argumentation
Elements of visual arguments
Visual arguments contain the same three elements as arguments presented via speech or
writing:

• Claims/conclusions
• Evidence
• Unstated assumptions

Interpreting visual arguments therefore involves analyzing all three of these elements.

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 Visual Argumentation
Claims
We came across claims when we examined the elements of the argument in lecture 2.

Claims are declarative statements that can be proven to be true or false, not both. The
creator of visual arguments may or may not use words in presenting the argument, and even
sometimes when words are used, those words only hint at what the creator’s main message
is. This means that the conclusion in a visual argument is often implicit.

How then do we determine what the claim is?

The different components of visual arguments are symbolic. This means that, in analyzing
visuals, we have to read beyond the literal level. For example, a tree being in an image does
not necessarily mean that the creator of the image is making a claim about that particular
tree or any tree for that matter. That tree, depending on what else is in the image, could
have been used to represent life or the environment for example, or even obstacles or
barriers.

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 Visual Argumentation
Claims
To effectively determine the claim being made in a visual argument, we have to look for
clues in the image itself and analyze the different parts of the image and the role those
parts play in the overall message. In doing so we look out for a number of things, for
example:

- Are people featured as a part of the image? If so, we have to pay attention to how
they look (dress, facial expression, posture etc.) and what they are doing;

- What are the individual parts of the message and why would the creator use them? Is
there anything special about the colours and shadings used? For example, does the
image have a dark background? Or is there a contrast between light and dark shades?
Creators of visual arguments often play with colours and shadings to bring a point
across.

- What is the relationship between the image itself and the background? Does the
background reinforce the point made by the image or does it paint a different picture?

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 Visual Argumentation
Evidence
Like other types of arguments, effective visual arguments require and make use of
different types of evidence to support the claim.

Evidence in visual arguments include statistics, expert testimony, examples and empirical
facts.

Consider the images below. What type(s)of evidence does each make use of?

Image #1 Image #2 Image #3

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 Visual Argumentation
Evidence
Image 1 on the previous page makes use of factual information as evidence; image 2
incorporates examples of words that can be hurtful; and image 3 makes use of both
statistical evidence and expert testimony.

Did you identify these? Did you identify any other type of evidence in the three images?

In addition to using evidence, visual argumentation also makes use of the three types of
appeals – logos, pathos, ethos - introduced by Aristotle. This means that creators of
images that present visual arguments appeal to our sense of reasoning, our emotions and/or
present themselves as a credible trustworthy persons who are worth listening to.

You will explore these terms in detail in the next lesson.

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 Visual Argumentation
Assumptions
Based on the basic structure of the argument introduced in lecture 2 and 4, we have learnt
that assumptions are an essential part of all arguments. Most times the assumptions are
implied. This is also true for visual arguments.

In order to create an image that the creator believes will effectively present the message to
the target audience, the creator would have had to make certain assumptions about the
target audience. These assumptions concern the audience’s beliefs, attitudes and actions,
and well as the type of knowledge that the audience would possess that would enable them to
understand the intended message.

Take image #3 from page 10 for example. The creator of the image is likely targeting the
general public, particularly adults as the purpose of the image is to persuade as many of
these adults as possible to purchase this particular toothpaste? Considering the information
the creator has included in the image, what assumptions are being made about such audience?

Possible assumptions are that the audience: - knows what plaque is.
- would want a reduction in plaque.
- would recognize that the person in the image is
a dentist.
- cares about the opinion of a dentist.
- is likely using a toothpaste that is ineffective
in removing plaque.

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 Visual Argumentation
Evaluating visual arguments

The evaluation of visual arguments take a number of factors into

consideration. Here are some initial questions to begin with

 Is the evidence both accurate and adequate?

 Is the evidence fair, precise, and credible?
 Is the evidence relevant and adequate?
 Does it relate directly to the issue and the claim?
 Does it utilize a purely emotional effect?

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 Visual Argumentation
Evaluating visual arguments
Further questions will include:

1. What is the message or claim? What does the presenter want you to
accept/believe?
2. What is the sender’s purpose?
3. Who is sending the message?
4. Who is the intended audience?
5. What assumptions are made by the presenter about the target audience
and/or about the issue??
6. What appeals are used by the image in presenting the argument?
7. What symbols are used in the image?
8. How persuasive/effective do you think the image is in presenting the
argument?

For purposes of the first assessment for the course, we will focus on responding to the
questions in bold-face. In responding to question 8, however, we have to incorporate
the response to question 7.

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 Visual Argumentation
Evaluating visual arguments

At this point let us revisit the two images on page 4.

1. How would you modify your original responses in light of what we have discussed?
2. Who would you identify as the intended audience for each image? Explain your
response.
3. Would you say the images are effective in presenting the main message? Support
your response.
4. What assumptions does the creator of the image make about the target audience?

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 Visual Argumentation
Evaluating visual arguments
Claim: If you encourage others to talk on the phone
while they drive, you are responsible for what happens to
them in case of an accident.
Intended Audience: General public, particularly those who
encourage others to talk on the phone while they drive

Assumptions:
The audience associates:
1. the blood coming through the phone with an accident.
2. the blood on his shoulder etc. with responsibility (knowing and understanding the
saying “her blood is on your shoulder”)
3. the man’s facial expression with the impact
The creator also assumes that the audience likely encourages others to talk on the phone
while driving.
Effectiveness: The image is quite effective.
This is where you mention how the different elements in the photo help to bring
the message across, for example, the blood splashed all over the man, his facial
expression, the text.

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 Visual Argumentation
Evaluating visual arguments
Claim: The faster we drive, the more severe our injuries
will be in case of an accident.

Intended Audience: Drivers

Assumptions:

The audience:
1. will recognize that a speedometer is what is displayed.
2. will recognize and understand that the three symbols on the right side of the
speedometer represent crutches, a wheelchair, and a skull and bones.
3. Will associate those symbols with the level of severity of injuries received to due a
vehicular accident
4. is likely to speed.

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Visual Argumentation
Evaluating visual arguments
Effectiveness:
The image is effective . By replacing the numbers on the
speedometer with the symbols – crutches, wheelchair
and a skull, it shows that once a driver goes over 120
km/hr, the speedometer no longer registers speed, but
instead severe and more severe injuries, and ultimately
death. The fact that the symbols representing death
are in red signifies how extremely dangerous that speed
is. The images may refer to injury/death to the driver
or to others.

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 Visual Argumentation
Practice Activities
You should now be in a better position to evaluate visual arguments. Consider the
images on the following page and answer the following questions:

1. What is the claim being presented by the image??

2. Who would you identify as the intended audience for each image? Explain your
response.
3. Would you say the images are effective in presenting the main message? Support
your response.
4. What assumptions does the creator of the image make about the target
audience?

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Visual Argumentation
Practice Activities
Image #1 Image #2

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 Visual Argumentation
Practice Activities
Image #3

Consult slide 22 -26 for the proposed responses to the questions. Be sure to try
your hand at the evaluation before going to the answers!

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 Visual Argumentation
Practice Activities
Claim: The verbal abuse of children can be just as painful and
traumatic as physical abuse.

Target audience: Persons who verbally abuse children; the

general public.

Effectiveness: The image is effective in presenting the claim

identified above. This is so because there is a hand around
the boy’s throat, a fragile area, which is made up of hurtful
words such as ‘fool’ and ‘moron’. This act also suggests injury
and possible long term harm. Additionally, the child is crying
and looking up to his abuser and this speaks to the emotional
trauma he is experiencing from someone bigger/older than he
is.

Assumptions: The creator of the image assumes that the audience:

1. will agree that words such as ‘fool’ and ‘moron’ are hurtful words.
2. will associate the look on the boy’s face with distress and pain.
3. will recognize that the words form a hand.
4. Will associate the hand around the boy’s throat with harm/hurt.

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 Visual Argumentation
Practice Activities
Claim: [Sexual] Abusers intimidate their victims into keeping
quiet about the abuse.

Target Audience: Males who physically/sexually abuse

women; the general public

Effectiveness: The image is effective. The idea that the

issue is about sexual abuse is evident in the fact that the
woman appears to be naked. The wide eyes of the victim seem
to suggest shock, pain or terror. Added to this is the
presence of a pair of large dirty hands over the woman’s
mouth, suggesting that someone else (more than likely her
male abuser) is forcing her to keep her silent. The size and

dirty condition of the hands imply brute force in keeping the victim quiet and the dirtiness
that remains with the victims.

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 Visual Argumentation
Practice Activities
Assumptions: The creator of the image assumes that the
audience:

1. will recognize that the woman in the image is naked.

2. will associate the woman’s nakedness with being sexually
abused.
3. will associate the woman’s wide-eyed look with shock or
terror.
4. will recognize that the hand over the woman’s mouth is
not hers, but belongs to a larger person, likely a man.
5. will associate the size and dirty condition of the hands
over the woman’s mouth with force.
6. will agree that women are more likely to be abused by
men.
7. cares about the issue.
8. needs to be made aware of the issue.

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 Visual Argumentation
Practice Activities
Claim: Smoking is just as fatal as putting a gun
to one’s head/committing suicide/taking your
own life.

Target audience: Smokers

Effectiveness: The image is effective in that

there is a young man in the image with a lit
cigarette in his mouth. The smoke from the
cigarette is not broken but instead extends to
form a gun which is pointed at the smoker’s
head. This is a powerful imagery as it suggests

that when one smokes, one runs the risk of dying violently. The proximity of the gun to the
head suggests that death or severe damage will be the result. The look on the young man’s
face suggests that he is either unaware of the dangers of smoking or is nonchalant about
them. The blackness of the background also paints a picture of doom, reinforcing the
message being sent.
.

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 Visual Argumentation
Practice Activities
Assumptions: The creator of the image
assumes that the audience:

1. cares about their lives.

2. are aware or need to be aware of the
dangers of smoking.
3. will recognize that a cigarette is what is in
the young man’s mouth.
4. will recognize that the smoke from the
cigarette forms a gun which is pointed at
the young man’s head.
5. will recognize that the use of the gun is
symbolic of death or danger.
6. will associate the look on the man’s face with nonchalance or lack of awareness.
7. will interpret the black background as representing doom.

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Visual Argumentation
Lesson Recap
In this session, you explored visual arguments in detail.
You looked at what exactly are visual arguments, the
elements this type of argument, and how to evaluate such
arguments.

In addition to this, you were also given the opportunity to

practise analysing visual arguments, identifying what the
claim is and who is the target audience, as well as
commenting on the effectiveness of the image and
assumptions made by the creator of the image.

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Visual Argumentation
Independent Activities

a. Continue practising for the Case Study test.

b. Decide how to incorporate inductive and deductive arguments in your

essay.

c. Read up on the argumentative essay outline (Unit 4 in Workbook).

a. Draft a preliminary outline for your essay.

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Visual Argumentation
Credits
Interactive Tutorial created by

Daidrah Smith
Michelle Stewart-McKoy

Revised by
Tresecka Campbell-Dawes

Graphics from
FreePik - freepik.com
Graphics Factory – https://www.graphicsfactory.com
Graphic Mama - www.graphicmama.com
FreeDigitalPhotos.net

HTML 5 conversion with

iSpring Suite 7
Use the Back button on your browser to return to the course page

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