Foss’ schema allows for interpretation or evaluation of visual imagery from a rhetorical perspective. A focus within the schema is determining the functions communicated by the image. Foss’ three steps are broken down by identifying the functions that are presented in the image, assessing how well the function is executed and dissecting how legit the function is and determining whether the function is ethical or not.
The function in this image is fairly evident based on the context. Even if the words at the bottom of the pedals weren’t there, audience viewers could assume that this image has something to do with alcoholically impaired driving since when a person is under the influence, it is common to have double vision or just distorted vision. Those who drive know that there are only ever two pedals (or three if you drive standard even though a clutch isn’t exactly a pedal) so when we see this image, we immediately know something isn’t right. However, for clarification purposes, the creator of this image put the caption “”Just one for the road” and also “Please drink responsibly”. “Just one for the road” is a common idea that a person has when they think they are able to drive after they’ve been drinking. The image disproves this idea as its function is saying do not drive when you have been drinking and the function is even more clearly stated at the bottom warning people to drink responsibly.
I think the function is cleverly performed. The image automatically draws in a person’s attention because we can see that this is not normal. Our brains tell us that something is off and so we continue looking at it for clarification to make sense of what we are seeing. Since this is a Volkswagen ad, the more time you spend looking at the image, the better ad this is. The aesthetic in this image is clean or sleek, just as many car companies like to portray. It’s a very simple image as there with just enough going on in the image to make sense of it. If the image didn’t include the little bit of the steering wheel or seat that can be seen, the whole image could be thrown off by confusion or could be too minimal.
The legitimacy of the function in this picture is successful or fair. It clearly gets a point across. The function is also ethical since it is encouraging drivers not to drink and drive. Without the slight bit of text, its legitimacy could be doubtful, but the image as a whole speaks to an idea that Volkswagen is making a stand towards drunk driving, which is completely ethical.
Thinking Rhetorically at GCSU 