Visual Rhetoric 2: SLC Downtown Farmers Market classic poster

          

          In this poster for the Salt Lake City Downtown Farmers Market, the figure of a man stands strong and proud, carrying a bounty of produce on his shoulder. He is gazing off into the distance. One might ask, “Where is that handsome man in timeless clothing taking all of that delicious looking produce?” The obvious assumption based on the man's outward, purposeful gaze and the text of the poster is that the man and the produce are heading to Salt Lake City to the Downtown Farmers Market. The audience of Salt Lake City residents is targeted by this classic manly provider and his appetizing produce, but also by the golden field and changing trees. These details associate the market with a prosperous natural world in harmony with agriculture; a way for city dwellers to connect with the wholesome farm without actually going there. 

          Within the image, no machinery is depicted whatsoever, allowing for the inferring of organic, wholesome farming practices. The poster counters images many Americans have been exposed to with industrial farming such as animal abuse, monolithic tractors, pesticide-dropping planes, corporate headquarters, massive cattle feedlots, overcrowded chicken warehouses and pig prisons. The opposite is shown in the poster. Despite meat being sold at the farmers market, no animals are depicted at all. This avoids any cringe factor and expands the audience to include vegetarians and vegans with special accommodation. Furthermore, the open sky framing much of the poster leaves plenty of room for clean hope in the agricultural world.

          The entire poster is very reminiscent of Victory or War Garden posters from the World Wars. Everything about the poster from the art style to the man might easily be misconstrued for a historical Victory Garden poster if the words “Downtown Farmers Market” were merely replaced with the text “War Gardens for Victory” or something of the sort. This same motivational purpose employed in War Garden posters exists in the farmers market poster, but for a different purpose. 

          The poster motivates the viewer to go to the farmers market and be a part of something wholesome and important—for surely it must be an important cause if such a heroic looking man is dedicating himself to it. He is inspiring but not gimmicky or over the top, making the viewer want to join and follow him. The desire to buy that produce and become involved in the man's pursuits through attending the SLC Downtown Farmers Market are aimed to be implanted upon those who view this poster.