VISUAL RHETORIC FIGURES IN ADVERTISING

This paper offers an evaluation of various defintions and taxonomies of visual rhetoric figures in advertising, alias the persuasion industry. Following the section that defines visual rhetoric becoming a legitimate research area in the discipline of rhetoric. visual rhetoric approach in advertising has been evaluated. In this context, researchers leading the contemporary theory of visual rhetoric Kennedy (1982), Johns (1984), Durand (1987), McQuarrie ve Mick’s (1996) contributions have been reviwed. Eventually, the model offered by Philips and McQuarrie (2004) has been analyzed, which provides a comprehensive taxonomy of visual rhetoric figures in advertising. The model classifies advertisements by their form and content; and visual rhetoric figures by schemas and tropes. Each visual rhetoric figure in the researchers highly cited model has been analyzed via advertisements selected by purposive sampling method