Visual Argument Analysis

Introduction

In the marketing environment, consumers are surrounded by visual material. The knowledge of visual argument as well as of rhetorical situation helps in understanding how language and symbols are used to create meanings. In this paper, a visual argument will be selected and analyzed. The visual argument which has been selected for this paper is the advertisement of Diesel. The campaign of Diesel named Be Stupid will be analyzed for the purpose of understanding how visuals communicate messages to customers.

Discussion

The current society involves different visual images which are used in advertising. The use of visual images and texts in advertising is effective in creating brand image. The image of a brand is developed in such a manner that it relates to the personality of customers. The purpose of advertisement is to attract customers towards a product. The purpose of advertisement is to convince customers to purchase the advertised product, image or idea. Visual culture can be described as a discipline that explains the importance of visuals and images in human life. The power of the image in the modern society indicates that this is a central and significant way to represent different issues in a society. In the modern society, the image has a privileged status that communicates with the world. Visual images play a critical role in communicating messages. In the commodity culture, images play a primary role. The commodity culture has made consumer societies dependent on continuous production and consumption of goods. In advertising, visual images construct ideas about lifestyle, self-image, glamour, and self-fulfillment. The modern society is also termed as the world of abstraction where abstract ideas and images promise an imagined future to consumers. In other words, advertising often speaks the language which is all about future (Arnould and Thompson, 2005).

In advertising, images play ...