Dr.

Malek Mohammad

English 101

Summer 2021

Visual Analysis Assignment

Analysis: Visual analysis does not merely identify what message an image sends but also examines how
the creators of that visual go about sending that message. You do this by distinguishing and assessing
rhetorical strategies employed in ONE print visual on the website http://www.vintageadbrowser.com/
from the 70s or earlier. This exercise is useful because it requires you to look closely at a visual which
you would not usually question and identify motives behind its varied elements. You will focus on issues
such as how the visual is constructed (in terms of organization, composition, scale, perspective . . .etc.),
information/text included in the visual, the content of the visual, and the use of color…etc.

Content/Subject: When you examine the visual, you will find out that every technique employed falls
under one or more than one of the three rhetorical appeals of ethos, pathos, logos. So, by default, your
essay will consist mainly of your analysis of those three rhetorical appeals. In terms of ethos, which deals
primarily with credibility, you will want to examine the creator’s name, brand name, or character
employed in the visual: Their reputation or authority will either improve or detract from the visual’s
credibility and effectiveness. Logos is concerned with the logic of the argument, its practical promise.
The third appeal, pathos, deals with emotion: You should identify any attempts to evoke a particular
emotion. Ultimately, your thesis in the essay is whether these strategies are effective in conveying the
argument that the visual is advocating.

Audience: Your audience will consist of your academic peers whom you may assume have only a casual
familiarity with the visual itself and with the content it is advocating.

Constraints: This is an analytical, academic assignment, and your writing should reflect that. This means
that your paper should be written in an elevated and sophisticated style that makes use of correct
grammar.

-This is supposed to be in essay form with clear introduction, body paragraphs, and conclusion (minimum
1000 words and maximum 1200).

-Attach a copy of your visual to the essay as an appendix

I will provide you with a sample that we will discuss in class.

The paper must follow MLA style and will be at least 1000 words (not including heading, title) and no
more than 1200, using 1” margins, and 12 point Times New Roman Font. Provide the link to the short
film at the end of the essay.

Before I grade it, nobody can see your work besides me, the AUK Writing Center consultants, and your
peer reviewers in class.
Rough Drafts due for Review during the two weeks from August 15 to August 26

Final Draft due Sunday, August 29

Follow the heading format below:

John Doe

S00055555

Dr. Malek Mohammad

ENGL 101

Descriptive Essay

Due: 29 August 2021

The world is now saturated with anti-smoking campaigns, so much so that the traditional

approach of raising awareness has lost its sting. Yet, from time to time some innovative work

delivers a message that can make people take heed, often showing the harmful effects of tobacco

through graphic or startling images. One such attempt, by artist Kelly Ashcraft, is a black and

white picture of a young man, cigarette in mouth, with the smoke shaping up like a “smoking

gun” pointed at his head. Off to the side appear the words “Kill a cigarette, save a life. Yours.”

While the outcome is not definitely effective, this menacing advertisement, in both subtle and

blunt ways, speaks vividly of the deadliness of smoking.

Ashcraft’s graphic work will have varying effects on different types of audience. In the

non-smoking community, the image might either increase the viewers’ distaste for smoking and

its negative health effects, or they will be unconcerned because it has little or no effect on them

or their lives. The audience to be extra alarmed by the advertisement will most likely be people

who vehemently oppose cigarettes and smoking, particularly those with loved ones that are

smokers. Such people may hope the message would reach the smokers among their friends and

family and somehow convince them to quit, but this is probably not the case. Sure, the latter will

be reminded of the harm they are doing to their bodies, but for the most part, they will be

indifferent to the image; they already know it is bad for their health but will continue to smoke
because they are either addicted or are just apathetic to the situation. They may even find the ad

obnoxious and react negatively to what they see as an unoriginal, repetitive and personal attack

on their character and lifestyle. While the message might be wasted on many, the design is multi-

layered and sophisticated.

First of all, the artist frames the idea in reasonable terms to win over the biggest size of

audience. The black and while colors coupled with light reflected on the young man’s face is a

trick to neutralize his race as much as possible: He can be white, black, Hispanic, Arab or any

other Asian. This ploy makes him relatable to many people from different backgrounds. Also,

the lack of facial hair or any other exclusively male features allows perception of his (or her)

gender to be flexible. The major premise is that smoking is bad for your health no matter your

race or gender, and this is general knowledge. Almost any person, when asked, would say the

same: the consensus now is that smoking is damaging and negative, unlike in past decades,

where smoking was accepted and even encouraged in social circles, especially among the

rebellious youth.

On the other hand, the minor premise of the artist’s rationale is that smoking is equivalent

to pointing a gun at oneself. This is shown by the smoke from the cigarette forming a handgun at

the young man’s head. From the general knowledge of the harm cigarettes cause and the image

of the gun, we can infer that the creator means that smoking is suicidal. This claim is enhanced

by the words on the image, “Kill a cigarette, save a life. Yours” This move encourages smokers

to put out their cigarettes. The hint is that if the smoker continued to pollute their lungs, they

might as well put a bullet in their own head. This implication is reinforced by the healthy look on

the young man’s face: It makes death from smoking look more like an accident, wasting an

otherwise safe and sound person. But the problem with this part of the message is that it might
alienate the smoker who would be offended by suggestion that they are dumb. Calling somebody

stupid is not the most effective way of getting them to change their way. Moreover, the words on

the side do not contribute to the image that much, and therefore don’t significantly help Ashcraft.

The words might have been more effective had she moved the “Yours” to a separate line below.

While she remains anonymous behind this advertisement, the artist draws attention to her

role, with varying effects. Ashcraft is not a prominent artist and is probably known only by

friends, close networks, and people on the internet who happen upon her work. However, the

audience will unconsciously draw many conclusions about the character and credibility of the

person behind this perspective. The audience can infer that Ashcraft is trying to encourage a

healthy lifestyle in viewers because of her decision to create an anti-smoking image. However,

with this condescending picture of smokers betrays her as someone dismissive of smokers as

persons and not only of smoking as a habit. At least, to smokers this seems to be the case. Non-

smokers who oppose tobacco use will connect most strongly with this image because they and

Ashcraft are of similar mindsets about this particular issue. They, more than smokers, perhaps

will find her work believable because they agree more fervently with the message. Because

Ashcraft is not well known, it is difficult to completely know how credible she is, but she loses

some respect because the image sends negative vibes—it scolds smokers rather than tries to help

them.

The advertisement also makes strong connections with the viewers on the sentimental

side. Again, the choice of color (or lack thereof) plays a significant role here. The black and

white of the image creates a definitive yes or no situation by implying that the decision to smoke

or not is definitely a choice between life or death. Moreover, the young man stares straight into

the camera with a neutral, muted expression on his face, which makes the thought of death more
personal to the viewer. The smoke that is forming the gun makes use of several psychological

factors. It immediately grabs the audience’s attention, since guns are not only dangerous, but a

controversial topic, especially in American culture from which this art emerges. The smoking

gun, it its suggestion of suicide causes the viewer to be taken aback because suicides are tragic

occurrences, but also a hot topic in popular culture: the audience feels a dark but intriguing sense

when the mention of someone ending their own life is brought up.

The greatest risk Ashcraft took in this work is that her message might produce the

counter-effect on some viewers. Not only might the advertisement alienate some smokers who

feel disrespected, but also and more dangerously, some (especially young) viewers might find

cigarettes appealing as a result. The kid in the picture appears cool, relaxed, and “bad.” There are

those young viewers also who find guns attractive and who might gloss over the hint about

suicide. Ashcraft’s point suffers from these concerns, as well as from minor technical issues like

the ineffectual placement of small text within the visual, but she delivers a clear message to

unclouded hearts and minds that smoking is hazardous to one’s health.

This essay has been modified from the original by Meghan Jennings found on

Scribd.com. See the visual below