Visual Argument - Research Paper Example

Visual Argument One of the most used tactics in advertising today is through using visual appeal. With the aim ofadvertising—that is, to promote a product a product/brand and increase sales, of course it is primarily important to make sure first that the advertisement would be able to attract attention. This is where using visual appeal works in advertisement, for catchy visual scenes are more attractive as compared to plain text advertisements. In this case, every visual piece usually has its rhetorical content, and for the purpose of this paper, the researcher has chosen the visual argument of the shoes and sports apparel giant Nike, wherein it shows a boy and his dog peeing on a wall where the logos of Nike, as well as its tagline “just do it” is shown.

Judging from the first instance of seeing this visual argument, the researcher of this paper thinks that Nike is supposedly advocating freedom to do what you want, breaking barriers and conquering limits (especially when buying Nike products), which is in this case invoked by the freedom of the boy peeing on a wall. This argument would be analyzed further in the next part of the paper. In order to evaluate carefully the visual argument of Nike’s ad, the researcher would try to use the three rhetorical appeals: ethos (credibility), logos (logical reasoning and evidence), and as well as pathos (emotional appeal).

In this case, the visual argument would be evaluated according to ethos logos and pathos, in that order, through using the text, the design, and as well as the image of this particular visual argument. In addition to this, the researcher would also cite the opinion of a colleague on Nike’s visual argument, wherein the researcher would react from his opinion. Using the first rhetorical appeal of ethos, the researcher thinks that Nike’s visual argument actually compromises the credibility of the rhetoric that Nike is trying to point out.

This is because of the fact that someone peeing on a wall is seen by people as rude and unacceptable civilized behavior. Even though Nike’s visual argument also used a young boy parallel to the dog (which commonly pees on walls), the probable innocence suggested by the boy’s young age still cannot make his behavior of peeing into the wall acceptable. However, the researcher thinks that this is a powerful visual argument with regards to its logos. Given that the term “just do it” does not only implies freedom, but also in conquering barriers and limits, the use of a boy peeing on the wall is very effective—given that the boy have successfully conquered limits imposed and confidently peed onto the wall, him “just doing it.

” This is also very effective on the pathos side of the visual argument, for the use of the boy peeing on the wall suggested that the boy was able to hold back all of his repression, fear, anxiety, and doubts on doing something as extraordinary and daring as peeing on a wall. Given that Nike manufactures sports apparel, giving such kind of appeal suggests that athletes wearing Nike could be able to unleash their abilities freely, without any sense of doubt or repression, given the effective pathos of this visual argument.

In fact, my colleague, when seeing the visual argument, thinks that this is very effective in its emotional appeal, of conquering limitations and breaking barriers, as the boy peeing on the wall suggests (Prego n. p.). With Nike’s tagline “just do it” invoking ideas of freedom, breaking barriers and conquering limits, using the image of the boy peeing on a wall is just very effective. Especially on the pathos side of the visual argument, the courage, confidence and freedom of the boy peeing on the wall successfully invokes images of athletes breaking their barriers and freely doing their thing, especially when they wear their Nike apparel.

Works Cited Prego, Carlos. Personal Interview. 20 may 2011.