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Concept
Visual rhetoric
Summary
Visual rhetoric is the art of effective communication through visual elements such as images, typography, and texts. Visual rhetoric encompasses the skill of visual literacy and the ability to analyze images for their form and meaning. Drawing on techniques from semiotics and rhetorical analysis, visual rhetoric expands on visual literacy as it examines the structure of an image with the focus on its persuasive effects on an audience.
Although visual rhetoric also involves typography and other texts, it concentrates mainly on the use of images or visual texts. Using images is central to visual rhetoric because these visuals help in either forming the case an image alone wants to convey, or arguing the point that a writer formulates, in the case of a multimodal text which combines image and written text, for example. Visual rhetoric has gained more notoriety as more recent scholarly work started exploring alternative media forms that include graphics, screen design, and other hybrid visual representations that does not privilege print culture and conventions. Also, visual rhetoric involves how writers arrange segments of a visual text on the page. In addition to that, visual rhetoric involves the selection of different fonts, contrastive colors, and graphs, among other elements, to shape a visual rhetoric text. One vital component of visual rhetoric is analyzing the visual text. The interactional and commonly hybrid nature of cyber spaces that usually mixes print text and visual images unable some detachment of them as isolated constructs, and scholarship has claimed that especially in virtual spaces where print text and visuals are usually combined, there is no place either for emphasizing one mode over another. One way of analyzing a visual text is to look for its significant meaning.
Simply put, the meaning should be deeper than the literal sense that a visual text holds. One way to analyze a visual text is to dissect it in order for the viewer to understand its tenor.
Official source
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