A visual analysis of prescription drug advertising imagery: Elaborating Foss's rhetorical techniques |
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| Authors: | Lawrence J. Mullen Julie D. Fisher |
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| Affiliation: | 1. Associate Professor of Communication, Hank Greenspun School of Communication , University of Nevada , Las Vegas, 4505 Maryland Parkway, Box 455007, Las Vegas, NV, 89154–5007 Phone: (702) 895–4491 Fax: (702) 895–4491 E-mail: mullen@ccmail.nevada.edu;2. Hank Green spun School of Communication , University of Nevada , Las Vegas, 4505 Maryland Parkway, Box 455007, Las Vegas, NV, 89154–5007 |
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| Abstract: | By combining two methods of rhetorical visual analysis developed by Sonja Foss, this study “elaborates” her techniques. An analysis of a prescription drug advertisement that was commonly seen in general interest magazines was used, to test the elaborated method. Three criteria were used to judge the elaborated method: explanatory power, internal consistency, and simplicity. The elaborated method seemed to have some advantage in terms of explaining visual phenomena and the two methods logically fit together (were internally consistent). The criterion of simplicity was, however, less easily assessed. |
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