Visual Rhetoric In The Workplace

Businesses are required to advertise themselves, utilizing media such as video, picture, typography, screenshots and many other forms of media. “To meet users’ needs, then, business communicators must be more than good writers. Given the prevalence of visual rhetoric in the workplace, their proficiency with written and oral language must be complemented by proficiency with visual language” (Brumberger, 2005). Ultimate Fitness Plus is no different, in order to increase business and grow the class attendance they were required to create a visual presentation. The visual presentation includes group class photos in order to advertise the classes and achieve the goal of growing the attendance to such. As well as, a photo of an employee wearing
The first step in becoming visually literate for Ultimate fitness was to incorporate visual representations into their advertisement. To accomplish this photographs were meticulously selected to represent the environment and overall goals of the establishment. The first visual that Ultimate fitness selected was a photograph of a group class in progress. This visual representation serves to grow the attendance of the group classes, which is one of the previously mentioned directives of the establishment. Furthermore, the photograph will be used as a means to motivate people of all backgrounds to sign up for the group classes. Showing an image of a class in action serves as a motivator by allowing a viewer to witness a multitude of fellow fitness enthusiasts working together in a social environment. “The photographer's objective is to figuratively stop time in order to capture the essence of something or someone in a single frame” (Ryan, 2012). This is important in this photo because it allows the viewer to be assimilated into the moment caught in the photograph. Moreover, ensuring that the viewer can understand and feel the
Therefore, utilizing another image when creating a visual advertisement for Ultimate Fitness was imperative. What was used was an image of an employee wearing a piece of the establishment’s merchandise, one of their t-shirts. “By nature, people are visual and we’re attracted to images, especially those containing people” (Cohen, 2013). First and foremost, this image was an addition to the advertisement because it demonstrates the company’s logo. The Ultimate Fitness Plus logo is important in order to help distinguish the companies brand. Secondly, this photo serves as a visual representation of the possible merchandise a potential client could consider purchasing in the event that they join the establishment. Having a photo of an employee wearing the merchandise gives the potential client an idea of how the article of clothing will look on another person so they feel an increased sense of comfort about purchasing the merchandise. Furthermore, the employee wearing the shirt with his thumb up delivers a sense of employee pride to the potential client. When an employee has pride in their place of business it creates a more comforting experience for the potential client, because they know that if the environment is good enough for the employee to wear the shirt then it must be good. In essence, the utilization of this photo creates a more