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Directions: Find scholarly resources on visual rhetoric (and from your notes from last year) and write down ALL the terms (with definitions that apply to advertising) you can use to analyze an advertisement. *Literary Devices covers all terms like "metaphorical" or "ironic" or "tone" etc. 

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Directions: Find scholarly resources on visual rhetoric (and from your notes from last year) and write down ALL the terms (with definitions that apply to advertising) you can use to analyze an advertisement. *Literary Devices covers all terms like "metaphorical" or "ironic" or "tone" etc. 

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Directions: go to the advertisement body of work folder in Google Drive and find your ad. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. 

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Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

# data[].attributes.headline
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.subject
Directions: go to the advertisement body of work folder in Google Drive and find your ad. Take a screen shot and place a picture or link of  your ad in this post. 

# data[].attributes.body
Research the rhetorical context of the ad. What was life like in this year? What do we need to know about this time period that will help us to better understand the speaker, subject, audience, purpose, context, and kairos of the ad?

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https://drive.google.com/file/d/1uhkpB4enbuBSVk_AOEaCo-tMJYVNN0Ia/view]

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During the summer of 1969, President Nixon removed the troops from Vietnam. He was a newly elected president. There started to be more societal changes due to the fact that women were becoming more involved from the wars. A major cultural event that occurred was the first man to walk on the moon. Overall, this time period was a big cultural shift for all different aspects of society.

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The rhetorical context was that Walpiznisky was able to persuade the amry with jeans that were against uniform, but comfortable for him.

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Text- the words that exist within an image
Juxtaposition- the positioning of different elements according to each other
Subject- the main thing in the image that is being portrayed or described.
Background- the setting, or whatever is going on behind the subject
Ethos- using credibility and ethics to appeal
Pathos- appealing to emotion
Logos- using logic and reasoning to appeal
Ambiance- the character/atmosphere of a place
Mood- the creator uses visual elements to invoke a particular emotion, or mood, in the viewer.

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Ad Placement- After the ad has been created, it is important to place it in mediums that reach your specified target audience.

Contact Info- It's a good idea to provide contact information or a "next step" to your audience within the ad.

Name & Logo- It is important to include a way for the audience to connect the ad to your brand. Flagrantly displaying your name and logo will connect the impression of the ad to your brand.

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The Olay brand was developed by a man in South Africa named Graham Wulff. The oil was originally a pink liquid that was branded as an "anti-aging beauty fluid". Olay would constantly change names depending where it was sold. The brand itself was captivating to the women due to it being used for skin care and the most captive as an "anti-aging".

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In 1969 the New York Times made it known that gloves used for fashion were out of style.

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In contemporary fashion, gloves are generally overlooked. Warm knitted gloves keep our hands warm in winter, while sturdy canvas or leather gloves protect our hands during gardening or construction projects. Protective gloves (or sometimes mittens) fill an important role, but because they are primarily utilitarian, function often trumps design. Though brightly colored winter gloves are often cheerfully appealing, they aren't worn just for their appearance; if they aren't warm enough, you'll probably purchase a different pair. When was the last time you wore a pair of gloves simply because their elegance was overwhelming?

Evening gloves
c. 1952
Christian Dior, designer
Lionel Legrand, maker
Leather, rhinestone, bugle beads & sequins
Museum Purchase
2006.5.4AB

This pair of elegant Christian Dior evening gloves date from the early 1950s, the last era in which gloves were an important component of a woman's wardrobe. From the late 1940s through the late 1950s, the haute couture was at the height of its creativity and influence. During this era, Christian Dior and other haute couture designers dressed their clients head-to-toe, with exquisite s hoes, gloves, hats and handbags completing a haute couture wardrobe. When designing gloves, Dior frequently collaborated with Parisian glovemaker Lionel Legrand. The rhinestone, bugle bead and sequin leaves decorating the turned-back cuffs of these Dior gloves were completed by the embroidery house Rébé. With their full, embellished gauntlets, these leather gloves suggest the lavishly embroidered gauntlet gloves of the seventeenth century.

Though gloves were important for both men and women throughout most of the nineteenth century, cultural shifts in the twentieth century caused gloves to decline in importance. Between 1900-1930, women typically wore gloves when out-of-doors during the day, as in this 1912 painting of a young couple at a restaurant. Notice that she wears long, white gloves while his hands are bare; as the painting demonstrates, gloves had become a gendered accessory. During the 1930s, both day and evening gloves still warranted extensive fashion coverage. A 1932 article declared that "nothing finishes a costume so completely as gloves," a sentiment that would last through the decade. ¹ Long evening gloves complemented the lines of bias cut-evening dresses, while shorter gloves (usually white) were worn during the day. During World War II raw materials, particularly leather and silk, were dedicated to the war effort. Though gloves were still considered a fashionable accessory, women had to carefully maintain pre-war leather gloves or make do with practical cotton. This c. 1942-1945 Simplicity pattern features the military-inspired wartime silhouette paired with white (presumably cotton) gloves.

Dress pattern
1942-45
Simplicity
Gift of Andrea Tice in memory of Carmelita Johnson
2003.46.11

By the middle of the 1960s, gloves were worn only on very rare occasions. The advent of the youthquake had banished this and other signs of sartorial propriety in favor of individual expression in dress. In 1969, the New York Times noted the strong trend away from gloves: "gloves have been threatening to become as extinct as hats, at least with young women." ² Gloves were now viewed merely as hand-warmers, rather than the finishing touch to an elegant ensemble. This perception of gloves has persisted to the present day.

On occasion, a pair of contemporary gloves combines elegance and function. With a patterned silk lining and a classic black leather exterior, these Rochas gauntlet gloves fulfill both requirements.

Gauntlet gloves
c. 1994
Rochas
Gift of the Muriel Pollia Foundation
2006.868.5AB

1 "Gloves Conform to Dress Mode." New York Times 21 Aug. 1932: X6.
2 Taylor, Angela "The Glove Makers Deserve a Hand." New York Times 3 July 1969: 26.

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Gloves in the 20th century - FIDM Museum

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In contemporary fashion, gloves are generally overlooked. Warm knitted gloves keep our hands warm in winter, while sturdy canvas or leather gloves protect our hands during gardening or construction projects. Protective gloves (or sometimes mittens) fill an important role, but because they are primarily utilitarian, function often trumps design.

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During the 1960s, women were still not seen as equals although they had equal rights. They demanded equal pay and stood against domestic abuse and discrimination within their households.

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In the 1960's, women had few rights, such as they couldn't get a credit card, get an Ivy league education, and experience equality in the workplace. Women began to fight against inequality, in the late sixties.

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In the 1980s, the United States was creating ads to encourage people to join the air force during the Iran-Iraq war in order to strengthen their military. It was urging not only pilots but also mechanics. With the air force being used frequently in the war, the United States wanted to recruit as many Air Force workers as possible in any field, not just fighting. They encouraged people who were interested in mechanics to join as well. So the ads said things like "no matter what you want to do" and offered training so more people would join.

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The subject of the ad is an audio system and the needs that it fits within a household. The audience of this ad is both men and women within a relationship in a household. The purpose of this ad is to sell the audio system, and they do this by saying women will like the appeal of its look within their household and the men will enjoy the sound of the system. This ad assumes that women do not value audio and do not care for the object as long as it is pretty to look at. Within the time period this fits with the unequal treatment of women as they were told to be homemakers rather than getting a job. So this ad was meant to appeal to the way women were treated saying that they only value how it looks rather than the soul purpose of what the audio system is for.

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This ad was created in 1972. Cassettes were very new and popular at the time. Up and coming technology. Since it was new technology, there were lots of competitors in the industry. People at the time didn't know a lot about cassette tapes, like what was good and what was bad, so this ad aims to trick people into believing that TDK is the only good cassette company and you should buy from only them. This ad discredit other cassette tape companies by comparing them to Pandora's Box. The company is trying to create a parallel with the unknown mysteries of Pandora's Box and the unreliability of other cassette tape companies.
Logos: Logic is used to justify why their cassette tapes are better than competing companies.
Ethos: The high fidelity stamp at the bottom adds credibility to their product, making the audience feel trustworthy of their product.
Pathos: The large photo of the woman with the tattoo of Pandora speaks to audiences emotions. She has a worried look on her face, and paired with Pandora's Box, it makes the reader feel weary of other companies that aren't TDK.

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The offer- offers readers a benefit or reason to learn about your product, such as a sale, the offer is in the hook.

The headline- key benefit you're providing, the main point you want to convey to the audience.

Image- one or more pictures that illustrates your offer, in color.

The body- includes details about your offer, short and easy to read, use bullet points.

call to action- urge readers to take action in order to benefit your offer.

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During the time this ad was made, in the 1970s, the army was in the midst of a war against Vietnam. The army wanted to present itself as a strong and tough authority figure to the public, as the Sergeant is doing to Walpiznisky. He does this by trying to degrade Walpiznisky by calling his jeans, "fruitcake dungarees". Though, his entire perspective changes when Walpiznisky expresses that his father, General Walpiznisky, is the one who bought them for him and he too wears them.

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The Gradual Shift to an Operational Reserve

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US Army SMU Operators training during the mid 90's [960x700] | Us army ...

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In this year, people tended to stand for their own beliefs and started turning away from war because it was becoming more ideal instead to voice their own opinion and work disputes out verbally. However, in a time of unknowns and turmoil, the US was working on expanding the army in order to be prepared for any situations that may arise around the world. Public opinion disapproved of the army, and there was little interest in the occupation.

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The United States was in a period of transition, coming off of the 80s where recruiting was extremely strong and the idea of a fully volunteer force was proved effective. With the Cold War ending and no major conflicts beyond some coup d'etats in countries such as Haiti, the Army was aiming to continue their recruiting levels with 98.6% of their recruiting goals met in 1993. Due to the strong economy and economic boom of the early 1990s many were turning to the business sector as their career of the future. This led to the US Army trying to appeal to the public desire to work in the business field by harping on how the army prepares you for the business world.

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1. What is the general ambience of the advertisement? ...

2. What is the design of the advertisement? ...

3. What is the relationship between pictorial elements and written material and what does this tell us?

4. What is the use of space in the advertisement? ...

5. What signs and symbols do we find?

6. If there are figures (men, women, children, animals) what are they like? What can be said about their facial expressions, poses, hairstyle, age, sex, hair color, ethnicity, education, occupation, relationships (of one to the other)?

7. What does the background tell us? Where is the advertisement taking place and what significance does this background have?

8. What action is taking place in the advertisement and what significance does it have? (This might be described as the ad's "plot.")

9. What theme or themes do we find in the advertisement? What is it about?

10. What about the language used? Does it essentially provide information or does it try to generate some kind of emotional response? Or both? What techniques are used by the copywriter: humor, alliteration, definitions" of life, comparisons, sexual innuendo, and so on?

11. What typefaces are used and what impressions do they convey?

12. What is the item being advertised and what role does it play in American culture and society?

13. What about aesthetic decisions? If the advertisement is a photograph, what kind of a shot is it? What significance do long shots, medium shots, close-up shots have? What about the lighting, use of color, angle of the shot?

14. What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on.

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My first thought about seeing a woman on the cover of this ad was that the creator played into the "Women are meant to cook and clean" stereotype. However, the feminist movement was emerging, so it probably wouldn't have been a reason for having a woman on the cover.

The ad's creator could have used a pretty woman to attract men to buy the product.

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The second wave of feminism had spread across the United States in the late 1960s. By 1969, the women's liberation movement had gained momentum as well as the attention of the rest of the country. Feminists and women's rights activists were working for change in multiple arenas across the nation, from education and working conditions to marital concerns and family planning.

Students were in the middle of the passion and intensity of the national campaign. Two items on the 1969 CIRP Freshman Survey gauged students' convictions about women's rights issues:

This bank of questions asked about the extent to which students agree with the following statements. Mark one in each row:
* Divorce laws should be liberalized
* Under some conditions, abortions should be legalized

Of the respondents, 41.6% indicated that they "somewhat" or "strongly" agreed that divorce laws should be liberalized. It is interesting to note that more men than women held this belief about marriage (46.5% of men, 35.2% of women).

Furthermore, 76.2% of all freshman respondents indicated that they "somewhat" or "strongly" agreed that under some conditions, abortions should be legalized. Again, more men (77.9%) than women (74.1%) held this belief about abortion. These perspectives occurred in the aftermath of the Abortion Speak-Outs conducted by the radical feminist group, Redstockings. These political demonstrations highlighted the fact that women's voices were not included in the debate over abortion. Despite the representation of only women involved in the broader political movement to increase women's rights, men were more likely to support legalized abortions in certain cases than women.
While these two questions only appeared on the Survey in 1969 and 1970, their inclusion reflects an important movement that was occurring on the political and social stage at the time.

Did you know...
23.1% of all entering freshmen indicated that the federal government should increase or initiate involvement to eliminate violence from T.V.

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1969: Students' Increasing Support of the Second Wave of Feminism

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The second wave of feminism had spread across the United States in the late 1960s. By 1969, the women's liberation movement had gained momentum as well as the attention of the rest of the country. Feminists and women's rights activists were working for change in multiple arenas across the nation, from education and working conditions to marital concerns and family planning.