The Potentials of Visual Rhetoric in Communication

Abstract

This paper defines the concept of visual rhetoric from the perspective of the receiver in the communication continuum. It then sets out the theoretical framework in the art of visual thinking which suggests that certain information reaching the eye are capable of being exaggerated or overblown in style to influence the viewers or receiver’s feelings and perception. The structure of visual rhetoric is viewed as a subset of communication theory and described in comparison to oral rhetoric. Six fundamental goals of the visual rhetorician which include attention gaining, sustenance of interest, recognition, effective storage, recall and persuasion and their potential application in communication are considered. The ways in which visual rhetoric can be expressed within the framework of the universal laws of composition to enhance communication are also discussed. The conclusion draws together the major points and considers their implication for visual communication theory.

LWATI: A Journal of Contemporary Research, 8(2), 222-234, 2011