Category Archives: Analyzing Multimodal Texts

Marlboro Man

This ad is clearly an ad for the Marlboro cigarette company.  This ad was used circa 1950 and of course would never fly now.  In the forefront you have a white bearded, rosy cheeked, Santa clause smoking a Marlboro cigarette.  Lets first figure out who Santa is.  This is the man who magically delivers toys to all the worlds children in one night.  Flying a sled pulled by magically reindeer he shimmy s down chimneys to leave toys under Christmas trees for every girl and boy.  While living in the North Pole he makes toys all year long by employing hundreds or maybe thousands of elves!  This man is clearly the best man to ever walk the Earth, and he smokes Marlboro s.

Who is this ad for?  I could not possibly imagine this was targeted to adults.  Most adults in my opinion do not care if Santa smokes Marlboro cigarettes or Newports.  So I can only conclude this ad is targeted to children.  Young children who believe that Santa is the best thing in the world and if he smokes those cigarettes then it must be ok for me to smoke them as well, especially Marlboro.  For adults who see this maybe they can relate, because truth be told, they are the actual Santas for their children.  Possibly after working extra hours to make more money for toys for their kids, have a cigarette just like Santa.

Above the photo of Santa you see the words, "May all your dreams come true this Christmas."  This textual portion of the is also aimed at children.  It is children who dream about Christmas and all the toys Santa will bring them.  In the bottom right of the ad you see the Marlboro name/logo and under that the usual surgeon generals warning written in tiny letters.

As morally empty as this ad is I do believe this ad was effective.  Gets the kids smoking early and it justifies adults smoking Marlboro s.  Santa is a heck of a spokesman and you don't even have to pay him.


Analyzing Multimodal Texts: ” Im Lovin It”- Group 2


Advertisements are used by many companies and large corporations all over the world. The author of advertisements use these ads to sell their product and raise more revenue. McDonalds, a large corporation, found all over the world also does this. McDonalds is a fast food restaurant enjoyed by many Americans here in the United States. I mean, think about it. Who doesn't love their delicious burgers and fries? It is so good and appetizing. This McDonalds advertisement is advertising The Angus Third Pounder to raise revenue. I picked this advertisement because it was very appealing to me and I personally am a huge fan of McDonalds. Through the advertisement's use of the visual image of the burger and how appetizing it looks because of the clear image that the ad portrays, it persuades the audience, who are Americans, to buy this product. The advertisement is also persuading the audience to register for the McDonalds website and also get one free big Mac. The author of this advertisement, who is most likely a person who works in the large corporation of McDonalds, is using linguistic context by letting the audience know that if they do register they will get a Big Mac. The ad is using many different forms of propaganda to influence people to buy this product and it is also advertising the company of McDonalds so it can become even more famous. The advertisement is doing this by the visual images that it is using in its sign. The advertisement is targeting Americans and people all over the world. The author of this advertisement uses visual and textual context to persuade the audience to buy this wonderful and appealing meal. The style of this advertisement is the clear-cut images and textual language that it uses by providing incentives to registering for McDonalds, as well as buying the Angus Third Pounder. The advertisement also mentions that it will throw in a free premium chicken sandwich. This portrays the genre of this ad as it does have a lot of style put into it and the emphasis of a lot of detail put into this one advertisement. Another aspect that the author put into this advertisement is to promote positivity among Americans. The largest words on this advertisement poster reads, “i’m lovin’ it.” This reveals linguistic context that the author put into this poster to promote positivity and that McDonalds makes everybody happy. The alignment of this phrase corresponds with the words underneath this phrase, which reads “THE ANGUS THIRD POUNDER…GET YOURS TODAY!” As you can see, the author of this appealing advertisement uses many forms of rhetorical devices to campaign McDonalds to raise revenue and publicize this famous fast food restaurant.

Analyzing Multimodal Texts

#wWHOSPIKEDTHEPUNCHAt first glance, you are probably wondering why I chose this advertisement. I chose this advertisement because no one else will post something like this, making it out-of-the box, and it is also relevant and viral. This advertisement for a college party has gone viral through text messages, twitter, instagram, etc. As of today, everyone related to my type of social group has heard about it, even people who do not go to GSU. If you do not believe, search #WHOSPIKEDTHEPUNCH and see all of the results that will pop up.  The authors of this ad are a group of Party Promoters who throw parties like this very often. The audience is intentionally targeting young college students, however, since the word spread, beyond dozens of young adults will be in attendance as well. In my opinion, this ad is in the Urban genre. According to an article, "Urban genre is as much defined by the race and culture of its characters as the urban setting,  with the writer not shying away from or watering-down the material".  The context is focused on getting people to attend the upcoming party.

Blog Post 5:Analyzing Multimodal Texts


This picture, produced by Coca-Cola, is trying to appeal to people who consume beverages, and Coca-Cola in general. The advertisement also shows how Coca-Cola is trying to play to people's emotions, with the two slogans in the ad both are mentioning something about opening or choosing the happy can. The purpose of this ad is to try to win people over by the appeal of emotion by trying to blur the lines between the emotion happy and Coca-Cola's products. Once the mindset Coca-Cola = Happiness has been established into people's heads, people will be more welcoming to the idea of buying Coke, because they, as all human beings want, is to be happy. This is why Coca-Cola is affiliating with the emotion of happiness. Lastly, the "Open Happiness" slogan underneath the opening of the can is sort of an indirect invitation,putting a subliminal thought in people's mind that would go like "You should go buy a Coca-Cola. It'll make your day or brighten your day up a little."

Analyzing Multimodal Projects


This picture shows a man being punched in the face by somebody.  Their violent interaction suggests a car accident due to the cars painted on ones face and the other one's hand. This text's purpose is to associate car accidents with the same feeling that people have towards physical violence. The advertisement is intended mainly for those who drink and drive, however it also brings awareness of the issue,  getting people to think and worry about this problem, so it becomes public interest.  This ad belongs to an advertisement agency  called Terremoto Propaganda from Curitiba, Brazil.

Because I have not found an actual author, I have to rely on the implied author. My assumption is that a group of experts helped create this advertisement. I see this image as a billboard in high-traffic areas for passing pedestrians and especially drivers. It has all the correct features: a large slogan on a distinctive visual. A second location might be a poster.Posters are a smaller format than billboards and are viewed mostly by the local community. With that being said, I believe that advertisement is the genre of this text, because it is designed to catch a person's attention and create a memorable impression very quickly by using limited verbiage.


Drawing the Line in Mississippi

Clifford Berryman as a Pulitzer Prize winning cartoonist with the Washington Star newspaper from 1907 to 1949. He was also a cartoonist for the Washington Post from 1891 t 1907. During his time with the Post he drew many cartoons commenting on American Presidents and politics. The cartoons satirized both the Republican and Democrats and covered many of the issues during his time period.

Roosevelt traveled to Mississippi to settle the border dispute between Mississippi and Louisiana. During his free time, Roosevelt and Governor Longino of Mississippi went on a hunting trip near Onward, Mississippi. While on a hunting trip, the guides came across an adult black bear and attacked it. They tied the bear to a willow tree and called President Roosevelt over to shoot it, but Roosevelt refused to do so. He felt that shooting the bear would be unsportsmanlike. However the bear was injured. Since it was suffering, Roosevelt came to the conclusion to put down the bear and put it out of its misery. On November 16th, 1902, Berryman published a political cartoon depicting President Theodore Roosevelt showing compassion for a small bear cub. It was titled, “Drawing the Line in Mississippi”. The image depicts the guide holding the cub tied to the tree and Roosevelt refusing to shoot it. The bottom reads, “Drawing the Line in Mississippi”. The purpose of the drawing was to recount both the state line dispute and the bear hunt. This image later influenced Morris Michtom to create the teddy bear. This image is intended for citizens involved in the border dispute and advocates of Roosevelt.

Blog #5 Analyzing multimodal texts

I decided to do two photos because each photo is so different from the other, have different messages that they are trying to get across, and show two sides of the advertising genre.

english adverts

For this advertisement no author was listed however, the implied author was very clear in the point that he or she was trying to get across. The purpose of this ad is to let the public know that Khazana Jewellery is the place to go for cheap jewelry, which would be beneficial to them because it would cause an increase of customers. The audience of this ad is broad and encompasses many people. It can range from a man trying to buy an engagement ring for his fiance, to a grandmother buying a present for her granddaughter. As for the genre, I'm not quite sure how to categorize this other than an online advertisement. There is a cultural connotation with this add which is identified by the dot on the forehead of the woman, and her type of dress. I also came to realize that there is vertical writing on the right hand which reads "conditions apply", which most likely will be ignored by the reader since it is the smallest writing on the ad and it is put to the side.




For this picture as well, no author was listed, but I believe the implied author comes across very strong with the point they are trying to make in this advertisement by giving the viewer a more personal connection by showing the cigarette in the shape of a dead body. The purpose of the ad is to deter people from picking up smoking, along with giving those that do smoke a visual representation of what can happen to them if they continue smoking. I believe that having only two words, in this case,  reading "Smoking Kills" is a short and  sweet way to get their point across. I saw this ad online on a website with a cluster of other anti-smoking ads that excluded any information on the images, so I believe that along with appealing to young kids and teens, this could also possibly be a place for people to find anti-smoking propaganda that they may use. Again, I am unsure on the genre but I think this would be considered as a warning or a cautionary advertisement because it warns you of the outcome of smoking.  For context I believe that the viewer is put into an uncomfortable position because of the dead body connected to the cigarette.


Blog Post #5: Analyzing Multimodal Texts

As described in Writer/Designer the rhetorical analysis of a multimodal artifact begins just like the rhetorical analysis of a document composed primarily of alphabetic text. It begins with a description of the rhetorical situation in which one identifies the author, purpose, audience, genre, and context of the artifact.

One then moves from description of the rhetorical situation to an analysis of how and how well the author's design choices respond to that situation:

As we look more closely at the types of choices a designer makes, we focus on five key design concepts: emphasis, contrast, organization, alignment, and proximity. These terms aren't the only ones you could use to talk about choices--you may come up with some terms on your own or in collaboration with your colleagues--by to give you a start, we describe how these five design concepts are enacted through a variety of design choices.

The authors of Writer/Designer conduct a rhetorical analysis of a university website to demonstrate how each of these concepts can be applied to a multimodal text, and explain why a particular application is or is not "effective in this particular rhetorical situation" (31).

What can we tell, or perhaps guess about the rhetorical situation from looking at this advertisement? What sort of research might help us better understand the rhetorical situation? What design choices has the author made, and are they effective?

Posting: Group 2

Commenting: Group 3

Taking a break: Group 1

Category: Analyzing Multimodal Texts

If you are in the posting group, for this week's blog post, pick a visual advertisement. You can find one on the web, you can snap a picture of a billboard, or you can scan an image of a page from a magazine. Upload your image (you can use Dropbox, Google Drive, Flickr, Instagram, etc.) and embed it in your blog post. Then, write a concise but complete description of the rhetorical situation (author, purpose, audience, genre, and context).

If you are in the commenting group, pick two posts and for each advertisement, describe and evaluate one design choice (involving emphasis, contrast, organization, alignment, and/or proximity) that the author of the ad has made in response to the rhetorical situation, explaining why that design choice is or is not an effective response to the rhetorical situation described in the post. If a commenter before you has already discussed a particular design choice, you should choose another one to evaluate, and if the advertisement from one post has already been extensively analyzed, then choose another post and ad on which to comment.

Featured Image Credit: "Vintage Macleans Advertisement" by Rick Harris on Flickr.