Everyday, human activities involve the use of different media of communication, including images. People come across different images on a daily basis but rarely take the time to reflect on their real meanings. Advertisements are among the most common types of images that we come across quite often. Solomon described advertisements to be a way of communicating the various issues affecting the society (60). Although the main aim of advertisements is to market certain products or services, all advertisements explain a specific issue affecting the society. This paper involves a visual rhetoric of two images that communicate issues of diversity in the workplace, which involves an analysis of the target audience, purpose, and typography of the image.
The two images used in the paper seek to explain some of the issues affecting the American workforce, with diversity being the main concern. The first image shows three men dressed in brown shoes and different coloured socks. The second image is that of different texts arranged horizontally and vertically. The texts vary in size with the words “diversity” and “equality” standing out among other texts. Although not direct, the photo involving the three men illustrates diversity in the workplace. The different coloured socks illustrate the different personalities and cultures in the workplace. The second image provides a broader picture of the various issues in the American workplace. The photo provides different texts explaining the various factors and resultant effects of diversity in the workplace. The photo places special emphasis on diversity and equality, as these the two most important issues affecting the workplace.
The two images mainly target the working population. The first image uses individuals dressed in formal wear; therefore, illustrating formality, which is common in the workplace. The second photo also targets an individual who works in large organizations characterised by the existence of a large number of employees. The various texts represent issues in a large organization, which employs people with diverse characteristics. The images may also indirectly apply to people in educational institutions as well as people who provide public services. The second image also targets managers and leaders. The various words including anti-oppressive practice and empowerment explain the role of the leader and manager in ensuring workplace diversity.
Although the two images represent the same issues, they have employed different appeals to deliver the message. The first image employs realism to explain the issue of diversity. The background is that of concrete pavement, and the men are seated on a sort of the bench. The focus on the shoes, socks and pants also show that the photographer’s main message lies in the socks, shoes or trousers. The use of realism assists different groups of people to relate to the photo. The second photo, on the other hand, employs texts to deliver its message. As compared to the first image, where the main message is hidden, the use of the text allows fast delivery of the main message, which is diversity. The use of texts also allow the photo to talk about more than one issue; therefore, apply to more individuals than the first photo.
Photographers and advertisers may employ different colours to symbolise the main message (Kaminska). The two images employ different colours to explain the issue of diversity in the workplace. The three men in the first photo have different coloured trousers, as well as socks. The use of colour in this image helps to explain the difference that may occur in the workplace. The use of different colored socks also illustrates the act of being rebellious and different from the mainstream society. Through the use of different coloured socks, the picture explains the need for individual differences in the workplace. The second image uses a variety of colours with the different text. Some of the texts are bolder than others, with some being larger than others; therefore, creating different levels of focus within the same image. The use of the different colours may also symbolize diversity in the workplace as the differently worded colours may represent the types of people found in the workplace.
The arrange of elements on an image also affects the main message portrayed by the photograph. The arrangement of elements in the first image involves the feet being in the foreground, with the concrete floor making up the background (Kaminska). This arrangement directs the audience focus to the men rather than the pavement. The arrangement of the text in the second image allows readability of every word as well as provide focus to the word diversity. The word diversity is centrally located and is large with other words in smaller font surrounding diversity. This arrangement results in the word diversity being the main focus of the image. The arrangement of words also provides an artistic to the image; therefore, attract more readers.
Workplace diversity is an important issue affecting the modern day workplace. Different organization have come up to advocate and educate people on issues of workplace diversity. Some of the methods used to advocate for diversity include the use of text and images. The use of images involves the use of different elements to communicate issues of diversity. Understanding these elements through visual rhetoric allows one to understand the underlying message of different images.
References
Kaminska, Paula. The Impact of Color in Advertising, Marketing, and Design. 14 October 2014. Web. <https://www.blurgroup.com/blogs/group/the-impact-of-colour-in-advertising-marketing-and-design/>.
Solomon, Jack. "Masters of Desire: The Culture of American Advertising." Solomon, Jack. The signs of our time: semiotics, the hidden messages of environments, objects, and cultural images. Los Angeles: J.P. Tarcher, 1988. 59-76. Print.
