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Visual Analysis Essay Assignment
See syllabus for important due dates.
Length: 4-6 pages (excluding pages on which appear the visual/advertisement and the works cited).
Sources may be necessary for this essay. You may use a maximum of three, and they must be documented professionally and according to MLA style. Use sources sparingly: please don’t overload your essay with source-work! Sources should be used only for background about the visual: its creator, its distributor, the product itself, etc.
For this essay, you will write an analysis of an advertisement comprised of words and images. The visual/advertisement must be one that would have appeared in a magazine, journal, or newspaper, or it may be a poster. You may also find visuals online; if you do, be sure that the visual is a stand-alone ad for a product or event.
Important note: You must be able to insert into your essay a full-page image of the advertisement. If your essay does not have a full-page image of the advertisement, I will not be able to grade your essay. You must size the image so that it fits onto the first page. Please do not make me examine an image that is 2 inches square. I will simply not be able to provide a grade for your assignment.
Organization of the Essay
You will structure your 4-6 page essay as a classical argument. A classical argument has a thesis-governed structure in which you state your claim at the end of the introduction, begin body paragraphs with clearly stated reasons (and topic sentences), and use solid transitions throughout to keep your reader on track. The essay is effectively organized.
Your essay must be written in third-person point of view. This means you cannot use first-person pronouns (I, me, my, we, us, ours) in reference to yourself or second-person pronouns (you, your, yourself) in reference to your readers. You must use third-person pronouns (he, she, it, him, her, his, hers, its, they, them, theirs) throughout the essay.
You should also follow the suggestions in EA chapter 14 “Visual Arguments.” A good visual analysis takes into consideration all of the elements that chapter 14 covers: creator, distributor, medium, audience, content and purpose, design, etc. You will need to interpret the advertisement in terms of its individual components as well as how those components work as a whole. Also, remember that you must draw also on the lessons you have already learned re: logos, pathos, ethos; summarizing, quoting, responding, etc.
First page: The first page of your essay should contain the usual MLA information (name, class, date, etc.). Type a title for your essay. After the title, insert the visual. The text of your essay should begin on page 2.
Paragraph #1: This paragraph should gain your reader’s interest and willingness to listen. Establish common ground with the audience by explaining something about the visual and how the audience can relate to it. Be fair and objective when stating how the visual works and whether or not it is a success overall. This paragraph should contain your major argument (thesis).
Paragraph #2: Background information. In this paragraph, provide basic information as to who has created the visual and what the product is. Also in this paragraph, establish the argumentative conversation to which the ad is contributing. Is the visual advertising something that is desired by most people? By only college students? By hobbyists or sports enthusiasts? Where did you find the visual – in a magazine, newspaper? On a wall on campus? In a library? Any sources you use in this paragraph should be reputable.
Body paragraphs: lines of argument. Develop your claim/thesis in these body paragraphs by presenting and evaluating the important strategies that the visual employs. Present good reasons, including logical and emotional appeals, in support of your claim. To develop and support your own points, you will need to include evidence, in the form of references to design elements and short quotations from the visual’s text. Use attributive tags/signal phrases to distinguish your ideas from those of the writer of visual’s copy. Remember to use the information from TSIS in order to write effective summaries and “quotation sandwiches.” Use MLA documentation to cite points and quotations in your essay and include a works cited list at the end of the essay.
Alternative arguments: in this paragraph or paragraphs you should anticipate objections your argument and refute them. Examine alternative points of view; note the advantages and disadvantages of these views. Be fair; do alternative views make valid points? Conclude by refuting alternative views: explain why your view is better, more solid, more reasonable, etc., than the others.
Concluding paragraph: Final Evaluation. Your concluding remarks in this essay should be similar to the concluding remarks in your Rhetorical analysis essay: comment on the overall rhetorical effectiveness of the advertisement and significance of the argument. The conclusion should not be a restatement of the introduction or a mere summary of your main points. Instead, summarize briefly your points, but elaborate on the implications of your claims. Make clear what you would like the audience to do (not buy the product? See through the manipulation of the buyers? Support a worthy cause?). Be sure that the language in this last paragraph reflects well upon your ethos.
Use MLA Style In-text Citations and Works Cited Page
When you cite the sources you have studied, be sure to use signal phrases/attributive tags so that the reader can distinguish between your own ideas and those of the sources you have summarized. When you use information from your sources in direct quotes, paraphrases, or summaries, use MLA documentation for in-text citations and the works cited page. See EA Ch. 20 for information on how to do that; see also Writer’s Reference section on MLA papers.
Formatting the Final Draft
The final draft of the essay should be typed in MLA style format. See the MLA-formatted essay in chapter 20. Notice the following things:
The margins are one inch on all sides of the page.
Your last name and page number should be in the header in the upper right-hand corner.
Your name heading should be typed on the first page on the top left-hand side of the page.
The title should be centered above the text of the essay, and the first word and all important words in the title should be capitalized.
Paragraphs are indented–one tab and/or five to seven spaces.
All lines are double spaced.
In-text citations are in parenthesis after direct quotes, paraphrases or summaries of ideas from sources used.
The last page is a works cited page. Notice it is listed in alphabetical order by the author’s last name. Notice that second and subsequent lines are indented not the first lines. Notice that punctuation and order of information in the entry are a specific format depending on the type of source it is. Again, see Ch. 20 about how to do this.
Use this Revision Checklist for a Classical Argument, if you wish
Use this checklist to revise your draft of a supporting-reasons argument:
Preliminary question
Did you ask the professor to help you if you had questions?
Introduction
Does your essay begin with an attention grabber such as a memorable scene, illustrative story, or startling statistic?
Do you explain the issue and provide needed background?
Is your thesis statement the last statement of the introduction and, if necessary, does it forecast the argument’s structure?
Presentation of the Writer’s Position
Did you present reasons and evidence supporting your claims in the body paragraphs?
Is each reason developed in its own paragraph or sequence of paragraphs?
Is each paragraph organized by stating the reason directly and then supporting it with evidence or a chain of ideas?
Did you acknowledge and refute opposing views?
Is your evidence from reliable sources?
Did you use transitional words and phrases to connect the ideas?
Conclusion
Did you sum up your argument?
Did you make a call for some kind of action?
Did you leave a strong final impression?
Did you create a sense of closure to the argument?
Point of View, Tone, and Persuasion
Did you write the essay in third-person point of view?
Is your tone and word choice such that your audience of readers will be favorable to it?
Is your argument convincing to your readers?
In-text Citations and the Works Cited Page
Did you include in-text citations throughout your essay where you quoted, paraphrased or summarized information from a source?
Did you include attributive tags to introduce quotes, paraphrases, and summaries?
Did you include a works cited page?
Are the entries on the works cited page listed in alphabetical order?
Are the second and subsequent lines indented for each entry listed on the works cited page?
For the entries on the works cited page, did you follow precisely the order of the information and the punctuation requirements?
Final Draft MLA Format
Did you double space all lines of the essay and works cited page?
Did you format a one-inch margins on all sides of the pages?
Did you type a header that includes your last name and page numbers in the upper right-hand corner?
Did you type a name heading on the first page in the upper left-hand corner?
Did you center a title above the text of the essay?
Did you indent your paragraphs one tab or five to seven spaces?
If you have answered all the above questions satisfactorily, you are ready to turn in your assignment!
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