Visual rhetoric is one of the most universal forms of communication to exist. One does not need to know all languages to decipher the emotions, colors, or fonts that are represented within them. Anyone from anywhere at any point of time can look at a visual, interpret what it says, and apply it however they want.
Therefore, it is important to analyze the rhetorical meaning in images and how viewers may interpret them. For this article, please carefully study and refer to the image located at the top of this article!
An Image is the Argument
Regardless of whether the message is intended or not, every single image holds an argument. In this particular case, the arguments at hand are that bodies that work out are strong, as well as the fact that athletic clothing helps increase performance.
The visuals of the person working out are very strong- displaying a person who is under tension in their body, preparing to lift the weight. The barbell itself is depicted as a heavy instrument, as attached to it are large plates, assumed to be heavy. Therefore, the stress of the body shown and the appearance of the weights make the argument that the person lifting is a very strong and determined person.
The clothing they wear is also an argument, as they are wearing bright green Nike training shoes and orange-striped Adidas shorts. It shows that to perform as well as this person does, you have to wear the best athletic brands to be deemed as such. These recognizable athletic brands, therefore, are associated with increased performance. The impossible task of lifting heavy weights is made possible when you wear Nike or Adidas.
The Cultural Context
In recent years, working out has become more encouraged and tied to society. Those who do go to the gym regularly are seen as stronger, disciplined, and more health-oriented. They also experience numerous health benefits, such as growing a community around them of like-minded individuals and serving as an regiment that allows them to grow and prosper.
Seeing Creates Meaning
Looking deeper into the picture can also help create meaning.
The lighting of the image helps to set the tone of the piece. The atmosphere is very dark with some light shining in the foreground behind the subject. This subtle light, therefore, helps to create contrasts and highlight the muscled legs and their power.
Likewise, the color of the scene makes a significant impact on the viewer’s eye. The gym is a very dark and black place, with not much vibrancy. However, the neon green in the shoes and the orange stripes on the shorts suggest high performance in a competitive environment. Personality is limited by the dark space, showing that the gym is a serious and tough environment.
The Emotional Appeal
Without words, this image holds the power to convey meaning to its viewers. It appeals to pathos, as specific emotions come to mind when viewing. Some may see in the image physical strength, as the person in the photo is lifting heavy weights and is very muscular. Another viewer may see the image as showing determination. The gym-goer has to be consistent with their regimen to gain their results. Images easily evoke emotions, and this is a powerful tool, when used accordingly.
Visuals Are Powerful
Because of visuals, viewers of an image feel emotional power through rhetorical use. This image in particular shows the determination of the gym goer to continuously gain physical strength to be able to lift weights as they do. Visuals are striking and serve various purposes for their audience. In this case, this image is meant to inspire viewers in the gym community. However, it can also intimidate others who are just starting. Perspective truly matters when there are multiple audiences of a particular visual.
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