In the most basic terms, visual literacy is analyzing images. It is looking at all aspects and elements of an image to come to a conclusion about the purpose of the image, the message it sends to the audience and the artists intention of creating it. Some of these may seem obvious but further analysis of an image can reveal a deeper meaning behind it. The ability to analyze an image can be applied to any photo such as an advertisement, a poster, a painting, a photograph, etc.
While choosing an image for this project, I tried to find an image with a powerful message behind it. I considered pictures about the Syrian refugee crisis and body image, but was intrigued by the Salvation Army advertisement because it was based off a viral image. I tried to look into the differences between the purpose of the picture of “the dress” and the purpose of the advertisement. They clearly had very different messages, as one was a viral image meant solely for entertainment while the Salvation Army advertisement used that image and turned the message into a call to action for a serious issue. While the dress was the main focus of the advertisement, I tried to look at all aspects of the image, such as the background, the text off to the side, and the position of the woman. I also wanted to analyze the limits of the advertisement, because I noticed that many articles we read about image analysis did not talk about looking into what more the artist could have done to improve the image or the message behind it. Despite this, I noticed that the advertisement was very gender specific, and upon further research I found very little effort made to help men who are the victims of domestic abuse so I felt that it was important to talk about this in my essay.
I felt that it was important to give some background information on Carehaven and the dress before getting into the analysis of my paper. Carehaven is a program within the Salvation Army, something I did not know before researching it for my essay. It is a program that works specifically with women and children who have suffered from abuse, which explains why they would help create this advertisement. When we spent a class peer editing, someone suggested that I use statistics to solidify my claim that the advertisement fails to recognize the fact that men are the victims of abuse as well. I thought this was a good suggestion and did more research on abuse among men. I think this strengthened my appeal to logos, which my essay was lacking.


