Judith Cooley Larkin Visual Rhetoric 12/05/2013

UC Uses Nature to Show Power and Man to Show Dominance

Images call on our perceptual and genre knowledge, including many specific visual conventions, plus our emotional responses according to Susan Hliligoss. The University of Cincinnatis annual repot uses grand landscapes to indicate its power and progression upward, and the report also uses males to assert dominance and authority. Although there are a few feminine touches on the side of pages and a few women pictured, the males are more predominate throughout the report. UC is working to make the argument that they are mighty, powerful, a force to be reckoned with by using nature and males to be the icons for the universities works. As Susan Hilligoss says illustrations. As they continue to read or even just examine it, they use (and make judgments about) the visual design. Thus the design of a document is rhetorical, part of the interaction of writers and readers and contributing to effective communication. So by assigning powerful models to UCs name it creates an implicit message that we are what these images represent.

The annual report uses Aristotles three forms of rhetorical appeal to make solid arguments regarding their position of power through the pictures chosen to represent them: all three forms can be seen in every section working to make the strong statement, we are powerful; but the big picture is the forms can be divided by ethos seen in branding, nature, and experts in their fields, pathos is seen in the photos primarily males and nature, and logos is seen by depicting men in charge because they are dominate, in gender, in field, and by association this makes the university appear dominant and influential. In no way does this mean UC depicts

women as substandard to men, but only that the university depicts males in order to assert the masculine model of power. When analyzing this report we should remember the words of
Gunnar Andrn from rhetoric of advertising where he says, Rhetoric is practical; its purpose is to effect the audience. The message of the ad can thus be analyzed as a piece of rhetoric and its veracity measured according to its epistemic principles to which to which the message should adhere. This passage means because UC has been around so long they know how to create solid arguments about their character using rhetoric.

Nature is a powerful force. Nothing can stand in the way of rushing water, howling winds, and crushing snow. Is it not logical then to assume that UC is branding their research and the university as a powerful force since they are using nature as the first impression in the annual report? There is only one opportunity for a first impression; therefore something as important as the universitys reputation must strike hard. The first picture showing the mountain with huge rocks, beautiful snow, inviting sky and researches sparks the readers emotional interest. When looking at the scene one cannot help but feel amazed at the ominous size and treacherous terrain. The scene gives the idea that whatever these researchers are doing is important, they are leaders in their field. Second impressions are also important. The very next page shows Dr. Bruce Jayne holding a very large boa constrictor. The interesting thing about the picture is the snake is more of an accessory to Dr. Jayne; giving him the dominance and power in the situation. This pictures connects to readers emotionally, pathos. Most people have strong reactions to snakes. So choosing to make this the second page was brave, but logical in the grand scheme of the report. This is because as mentioned above the man has power over the boa constrictor thus over his field. It is also important to note Dr. Jaynes gaze is strong and we feel we can trust him, and we are not distracted by the eyes of the snake, thus constructing a sense of ethos. Serpents have many different meanings in varying cultures; rebirth and guardianship are two traits we can assume UC decided to keep this image in the forefront. Dr. Jaynes could develop robots that could change how we currently think of them, the snake symbolizing

rebirth of technology. By developing these snake-like motion robots could mean many lives being saved in warfare and search and rescue missions. On page two there is a simple image of male and female holding hands. It doesnt seem like much, until you look for clues about dominance. The females hand in the submissive position; this picture would not stand out very much on its own, but considering ethos and pathos we can surmise this picture was intended to provide a sense of comfort and equality, but it is aiming to show men are in charge. This is important because the theme of male dominance is built into the text as well. The report discusses bad habits in long term relationships, and they say males are usually the bad influence. According to Maslows Hierarchy of Needs, people have certain needs to feel complete as human beings. As readers we need certain things too. The first is the need for love; the feeling of love and acceptance is sensed on these pages. The placement of the heart on the last page, the comfy coffee page and hand holding page depict the emotions love and acceptance. Why is it important to add these elements? Because without them a positive connection would not be formed between reader and writer, without these touches female readers may be disenchanted with the report for appearance of being sexist. Instead we feel invited to share in the discourse community, which is the university researchers, funders, and intellectuals in general. Achievement is another element in Maslows Hierarchy of Needs that is positively administered in this report. Why do people read annual reports? Readers look for what has been happening in the company, or university in this case, over the past year when they read these reports. If the university does not promote their achievements successfully no one will fund them or care about the research they produce. This report shares the positive steps taken by researchers like Dr. Jayne over the last year, and what awesome possibilities are in store due to these advancements. Security is the last need met in this report by Maslows standard. People would subconsciously think that since nature is powerful and it is pictured on UCs Annual Report that UCs research departments are powerful also. Assuming this is true people would probably feel

safe trusting UCs advancements in medicine, robotics, architecture and many more areas. This notion shows that UC is trying to make readers feel secure in their decision to trust researchers. UC has been an authority in medicine and engineering for many years; nature is forever steady, and by assimilating themselves with nature UC suggest that they will remain on top for a long time. It is a logical move to try to gain a readers trust in a work. It is also working on the emotional level, because trust is a decision, but it is also an emotion. This seems to be working the hardest at achieving good ethos. Building trust builds relationships, and annual reports are basically relationship updates between partners, whether it be business partners or research partners. You can feel safe because you know what UCs research department is, an authority in its division. Not just by Maslows Hierarchy does this report succeed, but if we think in terms of Harrison we can feel accepted/ loved and secure by the distance shown in the pictures. Most of the pictures are shot in the close personal distance, far personal distance and far social distance. This is important to consider because we feel as if we are part of what is happening in the picture, we are not outsiders, but instead we are equals (Harrison). Equality is important for love and trust, and they are both strengthened by the fact that the pictures are shown neither of the RP neither below of above us the reader, making us equal. Following up on the statement of trust; University of Cincinnati is a powerhouse, and everyone knows that. All the university has to do to be taken seriously is slap on a UC brand and its believable. However, with that great power comes great responsibility; there are very strict rules about what branding can and cannot be, and UC has it down to a science. The page designers know exactly where to place these brands to give the right amount of attention to the logo. Occasionally it is a small UC in the corner, other times its all out swo ops, but no matter how it appears it adds credibility to the page. It is UC putting its signature on the line, promising their reputation, that what is shared is truth. The large images pictures people are mainly males, and like mentioned before this is to assert UCs dominance, but they are pictured to appeal benevolent. Why should the reports writer/ photographer/editor care about presenting men in a benevolent manner? To appeal to

women and male readers alike; this is working off pathos. When you want to share, dont alienate a certain group. The women readers may notice a slight fewer pictures of women, but think nothing of it because the men pictured are not arrogant. The last page has the symbol of a heart, which is also used as a symbol of benevolence. Symbols are more abstract and may represent things that dont have a physical form. (L13 semiotics). We can assume that although UC uses males and nature to show authority the annual report, but this report must also appeal to women also, or it would offend ladies and possibly make them feel discredited in their part of the research contributions. This is logos at work; it took a lot of thought on the editorial staff to balance the amount of masculine authority and feminine appeal. But adding the heart represents to women the appreciation of their work and support, more so than it would to men because women are more inclined to connect with symbols such as hearts. The University of Cincinnati works to build its credibility with readers by their branding and assimilation of the University with nature; nature is always changing as is the research done at UC. The report promotes the idea of the Universitys dominance in their fields of research by depicting males, because males are usually assumed dominant in society. The report depicts males as benevolent, and adds feminine touches to keep female readers approving. These are examples of ethos, pathos and logos at work. This report also skillfully employs love, acceptance, achievement, and security in its pages to form a relationship with its readers.

Sources

Aristotle (ethos, logos, pathos) L9 Relevance of Aristotle and puffery. power point slides & (Silva Rhetoricae)

Gunnar Andrn, the rhetoric of advertising. The Journal of Advertising. 1980. Print.

Harrison- Power point presentation

L13 Rhetoric and Semiotics II. Power point

Simply Psychology. Maslows hierarchy of Needs. 12/01/2013Web.http://www.simplypsychology.org/maslow.html

Susan Hilligoss, VISUAL COMMUNICATION, A WRITER.S GUIDE. New York. Print.