International Journal of Humanities and Social Science


Visual Rhetoric in Advertising: A Study of Visual Indications and Applications
Doaa Farouk Badawy Eldesouky

This paper focuses on the definition of visual rhetoric, its importance in visual persuasion and how it can be effectively used in advertising. The study of application of visual rhetoric in advertsing includes examination of how images work on their own and ways in which they can be used alongside other elements to develop an argument that is strong enough to move target audience. Through this study a group of results could be deduced indicating the role of visual rhetoric when used in advertising as it engages the human brain in high cognitive activities that help in creation of meaning out of visual figures and its effectiveness when used together with verbal explanation to prevent confusion and lead to a more complete communication.

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