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A visual analysis of prescription drug advertising imagery: Elaborating Foss's rhetorical techniques

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.