What is Visual Rhetoric? A Complete Guide

Visual rhetoric represents a compelling area of study within communication, influencing diverse fields such as advertising, political campaigns, and artistic expression. The National Communication Association emphasizes the importance of understanding how images function persuasively, which is a core concern of visual rhetoric. Semiotics, a discipline examining signs and symbols, provides theoretical frameworks that help decode the layers of meaning embedded in visual texts. In practice, tools like image analysis software can assist in dissecting visual arguments, revealing the strategies employed by creators to influence audiences. What is visual rhetoric, then? It is both a theoretical framework and a practical method for understanding how images communicate, persuade, and shape our perceptions.

The Power of Seeing: Unveiling Visual Rhetoric

In an era defined by instant communication and a relentless barrage of images, the ability to critically analyze visual information is no longer a luxury, but a necessity. We are constantly bombarded with photographs, videos, advertisements, and graphics, all vying for our attention and subtly shaping our perceptions. This is the realm of visual rhetoric: the art of using visual elements to communicate and persuade.

Defining Visual Rhetoric

Visual rhetoric is not simply about pretty pictures. It is a powerful mode of communication that utilizes images, typography, color, and composition to construct arguments, evoke emotions, and influence beliefs.

It’s the art of using these elements to convey meaning and achieve a specific rhetorical purpose.

Think of a powerful photograph that captures the devastation of war. Or a cleverly designed advertisement that entices you to purchase a product. These are examples of visual rhetoric at work.

The Ubiquity of Visual Communication

Visual communication permeates almost every facet of modern life. From the carefully curated Instagram feeds of influencers to the dramatic movie posters that line our streets, images are used to convey messages, build brands, and shape public opinion.

Advertising, media, art, and even political campaigns rely heavily on visual rhetoric to connect with audiences and achieve their objectives. Consider the visual branding of a political candidate: the carefully chosen colors, the impactful imagery, the strategically designed logos.

All are intended to project a specific image and influence voters.

In a world saturated with visual stimuli, it is imperative that we develop the skills to critically analyze the messages being conveyed.

Becoming a Critical Consumer of Media

Understanding visual rhetoric empowers us to become more discerning consumers of media. By learning to recognize the techniques and strategies used in visual communication, we can resist manipulation, challenge dominant narratives, and form our own informed opinions.

We can move beyond simply seeing an image, to truly understanding its intended effect and the underlying assumptions it carries. This requires active engagement and a willingness to question what we see.

Are the images being used to evoke a particular emotion? What values are being promoted? Whose perspective is being represented?

By asking these questions, we can unlock the hidden layers of meaning embedded in visual messages and gain a deeper understanding of the world around us.

Foundations: Semiotics, Signs, and Meaning-Making

Before diving into the specific strategies and applications of visual rhetoric, it's crucial to understand the bedrock upon which it rests: the theory of semiotics. Semiotics provides the tools for deciphering how signs and symbols generate meaning, both individually and within broader cultural contexts. This understanding is paramount to appreciating how images function rhetorically, shaping our perceptions and influencing our beliefs.

Semiotics: The Language of Signs

Semiotics, at its core, is the study of signs and symbols and how we use them to create meaning. In visual rhetoric, we examine how images function as signs within a complex system of communication. A sign, according to Ferdinand de Saussure, consists of two parts: the signifier (the form the sign takes, e.g., a photograph of a dove) and the signified (the concept it represents, e.g., peace).

The relationship between the signifier and the signified is often arbitrary, established by convention and cultural understanding. Understanding these conventions allows us to decode the messages embedded in visual texts.

Denotation and Connotation: Layers of Meaning

When analyzing visual rhetoric, it is essential to distinguish between denotation and connotation. Denotation refers to the literal or explicit meaning of a sign. It's what we see objectively, without interpretation. For example, the denotation of a photograph might be "a young woman holding a book."

Connotation, on the other hand, encompasses the associated or implied meanings that go beyond the literal. Connotations are shaped by cultural contexts, personal experiences, and emotional responses. The same photograph of a young woman holding a book could connote intelligence, curiosity, or even rebellion, depending on the context in which it appears.

Understanding both denotation and connotation is crucial for a comprehensive analysis of visual rhetoric, because it allows us to see how seemingly simple images can convey complex and nuanced messages.

Visual and Verbal Rhetoric: A Symbiotic Relationship

While visual rhetoric focuses on the persuasive power of images, it is rarely divorced from verbal communication. The relationship between visual and verbal elements is often symbiotic, with each reinforcing and amplifying the other.

Consider an advertisement: the image might depict a celebrity endorsing a product (visual rhetoric using ethos), while the accompanying text provides factual information and persuasive arguments (verbal rhetoric using logos). The image gains meaning from the text, and the text gains impact from the image.

Effective visual rhetoric often leverages this interplay between visual and verbal cues. Skilled communicators understand how to strategically combine words and images to create a cohesive and compelling message. The specific arrangement and juxtaposition of visual elements in relation to written copy are therefore crucial considerations in visual rhetoric. They invite the audience to bridge visual cues to the intended messages.

Key Figures: The Thinkers Who Shaped Visual Rhetoric

Before diving into the specific strategies and applications of visual rhetoric, it's crucial to understand the bedrock upon which it rests: the foundational theories. Semiotics provides the tools for deciphering how signs and symbols generate meaning, both individually and within broader cultural contexts. However, our understanding of visual rhetoric is indebted to the pioneering work of several key thinkers who have illuminated the complex interplay between images, meaning, and power. Let's explore the contributions of some of these influential figures.

Roland Barthes: Deconstructing Visual Myths

Roland Barthes, a towering figure in semiotics and literary theory, profoundly impacted visual rhetoric through his deconstruction of myths and his exploration of connotation and denotation. Barthes argued that images, like texts, are not neutral representations of reality but are laden with cultural meanings and ideological assumptions.

His concepts of denotation (the literal meaning of an image) and connotation (the associated cultural meanings) are essential tools for analyzing visual rhetoric.

For example, a photograph of a smiling family in an advertisement might denotatively represent a family. Connotatively, it might signify happiness, success, and the desirability of the advertised product. Barthes urged us to look beyond the surface to uncover the hidden ideologies embedded in visual messages.

Kenneth Burke: Identification and Consubstantiality

Kenneth Burke, a rhetorical theorist, emphasized the power of identification in persuasion. He argued that persuasion occurs when individuals identify with one another's interests, values, or experiences.

This concept is highly relevant to visual rhetoric because images can create a sense of shared identity and belonging. Advertisements, for instance, often use visuals to create a sense of "consubstantiality" between the viewer and the product, suggesting that by using the product, the viewer can become part of a desirable group or lifestyle.

Burke’s work invites us to consider how visuals function to unite audiences around shared values and goals.

Susan Sontag: The Impact of Photography

Susan Sontag, in her seminal work On Photography, offered a critical analysis of the role of photography in modern society. She argued that photographs are not simply objective records of reality but are instead subjective interpretations that can shape our understanding of the world.

Sontag highlighted the power of photographs to frame events, influence public opinion, and even normalize violence. Her work compels us to consider the ethical implications of visual representation and the ways in which photographs can be used to manipulate or distort reality.

She encourages a critical approach to viewing photographs. We must recognize their inherent biases and the potential for manipulation.

Erving Goffman: Presentation of Self and Framing

Erving Goffman, a sociologist, explored how individuals present themselves in everyday life and how they use framing to shape the perceptions of others. His work is particularly relevant to visual rhetoric because images play a crucial role in shaping our impressions of people, products, and events.

Goffman argued that individuals engage in "impression management," consciously or unconsciously crafting their appearance and behavior to create a desired image. Visuals, such as portraits and advertisements, often employ framing techniques to create a particular narrative or evoke a specific emotional response.

Understanding Goffman's concepts can help us deconstruct how images construct and reinforce social roles and expectations.

Walter Benjamin: Aura and Mechanical Reproduction

Walter Benjamin, a cultural critic and philosopher, explored the impact of mechanical reproduction on art and culture. He argued that the advent of photography and other technologies of reproduction diminished the "aura" of original works of art, replacing it with a mass-produced image that could be widely disseminated.

Benjamin's work raises important questions about the value and authenticity of visual images in the age of digital media. As images become increasingly reproducible and manipulable, it becomes even more critical to critically assess their meaning and impact.

He prompts us to consider the consequences of visual abundance and the erosion of traditional notions of originality.

Gillian Rose: Visual Methodologies and Power Dynamics

Gillian Rose, a scholar of visual culture, contributed significantly to visual methodologies and the analysis of power dynamics embedded in visual representations. She emphasized the importance of considering the social, cultural, and historical contexts in which images are produced and consumed.

Rose argued that visual images are not neutral but are instead shaped by power relations and ideological forces. Her work encourages us to examine the ways in which visuals can reinforce or challenge dominant social norms and hierarchies.

Her critical perspective allows us to analyze visual representations for the presence of bias, discrimination, and hidden agendas.

Core Concepts: Design, Strategies, and Ideology

Before we explore how visual rhetoric functions in the real world, it is essential to examine the core concepts that make it work. This involves understanding the principles of visual design, the strategic use of visual elements to construct arguments and evoke emotions, and the critical role that representation and ideology play in shaping our perceptions. Let's unpack these fundamental aspects.

The Building Blocks: Principles of Visual Design

Visual design principles serve as the foundational grammar of visual rhetoric. They provide the structure and organization that enable images to communicate effectively.

Composition: Arranging for Impact

Composition refers to the arrangement of elements within a visual space. A well-composed image guides the viewer's eye, creates a sense of balance, and emphasizes key focal points. Techniques such as the rule of thirds, leading lines, and symmetry or asymmetry are all compositional tools that visual rhetoricians use to direct attention and convey meaning.

Color Theory: Evoking Emotion and Culture

Color is a powerful tool in visual rhetoric, capable of evoking a wide range of emotions and associations. Different colors carry different cultural meanings.

For example, red might symbolize passion and anger in one context, while representing good fortune in another. Understanding color theory—the relationships between colors and their psychological impact—is crucial for creating visuals that resonate with the intended audience.

Typography: The Voice of the Text

Typography, the art of selecting and arranging typefaces, plays a vital role in visual communication. Fonts have personalities; they convey tone and style.

A serif font might suggest tradition and authority, while a sans-serif font might project modernity and simplicity. The careful choice of typography enhances readability and contributes to the overall message of the visual.

Gestalt Principles: How We Perceive

Gestalt principles describe how the human brain organizes visual information into coherent patterns. Principles like proximity (grouping elements close together), similarity (grouping elements that share visual characteristics), and closure (perceiving incomplete shapes as whole) explain how viewers make sense of visual arrangements. Understanding these principles allows visual rhetoricians to create visuals that are easily understood and aesthetically pleasing.

Tools of Persuasion: Rhetorical Strategies in Visuals

Beyond the basic principles of design, visual rhetoric employs specific strategies to persuade, inform, and engage audiences. These strategies tap into our cognitive and emotional processes, shaping our perceptions and influencing our beliefs.

Visual Argument: Making a Case Visually

Visuals are not merely decorative; they can be used to construct arguments. A photograph can serve as evidence, a chart can illustrate a trend, and a series of images can tell a story that leads to a particular conclusion. Visual arguments rely on the power of images to present a case in a compelling and memorable way.

Rhetorical Appeals: Ethos, Pathos, and Logos

The classical rhetorical appeals – ethos (credibility), pathos (emotion), and logos (logic) – are just as relevant to visual communication as they are to verbal rhetoric. A visual that features a trusted expert establishes ethos. An image that evokes strong emotions like joy, fear, or anger appeals to pathos. A graph or chart that presents clear data builds logos. Effective visual rhetoric often combines these appeals to maximize its persuasive impact.

Framing: Controlling the Narrative

Framing involves selecting and presenting visual elements in a way that influences how they are interpreted. The way a photograph is cropped, the angle from which it is taken, and the context in which it is presented can all shape the viewer's understanding of the subject. Framing is a powerful tool for directing attention and controlling the narrative.

Iconography: Leveraging Shared Symbols

Iconography refers to the use of established symbols and images to convey specific meanings. These symbols can be religious, cultural, or historical, and they often carry a weight of associations that can be leveraged for rhetorical purposes. Using recognizable icons can create a sense of connection with the audience and evoke powerful emotions.

Shaping Perceptions: Representation and Ideology

Visual rhetoric is not just about aesthetics and persuasion; it is also deeply intertwined with issues of representation and ideology. Visuals have the power to shape our perceptions of the world and to reinforce or challenge dominant cultural beliefs.

Representation: Portraying Reality

Representation refers to how visuals depict people, places, and ideas. The choices that visual rhetoricians make about representation—who is included, who is excluded, how they are portrayed—can have a profound impact on our understanding of reality. Visuals can perpetuate stereotypes, celebrate diversity, or offer alternative perspectives.

Ideology: Visuals as Carriers of Beliefs

Ideology refers to the set of beliefs, values, and assumptions that underlie a particular worldview. Visuals often serve as carriers of ideology, reinforcing or challenging dominant cultural narratives. An advertisement might promote a particular vision of the "good life," a political cartoon might critique a particular political ideology, and a work of art might challenge conventional notions of beauty or truth.

Visual Culture: The World We See

Visual culture refers to the pervasive role of images in shaping our society. From advertising to art, from social media to news media, visuals saturate our lives and influence our perceptions, behaviors, and beliefs. Understanding visual rhetoric is essential for navigating this complex visual landscape and becoming a more informed and engaged citizen.

Applications: Visual Rhetoric in Action Across Disciplines

Before we explore how visual rhetoric functions in the real world, it is essential to examine the core concepts that make it work. This involves understanding the principles of visual design, the strategic use of visual elements to construct arguments and evoke emotions, and the critical role that representation and ideology play in shaping our understanding of the world.

Visual rhetoric is not confined to the theoretical realm; its principles are actively employed across a wide array of disciplines. Recognizing its practical applications enhances our ability to analyze and interpret visual communication effectively. This section will illuminate how various fields leverage visual rhetoric to achieve specific goals, from persuasive marketing campaigns to critical political commentary.

Disciplines Embracing Visual Rhetoric

Numerous fields recognize the power of visual communication, integrating the study and application of visual rhetoric into their core practices. Here are some prominent examples:

• Communication Studies: Explores how visual cues influence communication processes, shaping public opinion and social discourse.
• Design Studies: Investigates how design principles contribute to effective visual communication, considering aesthetics, functionality, and user experience.
• Marketing and Advertising: Leverages visual rhetoric to create persuasive campaigns, building brand identities and influencing consumer behavior.
• Political Science: Analyzes how visual imagery shapes political narratives, influences voter perceptions, and constructs political ideologies.
• Art History: Examines how visual rhetoric manifests in artistic expressions, revealing cultural values, historical contexts, and aesthetic movements.
• Media Studies: Studies how visual media (film, television, the internet) constructs meaning, shapes narratives, and impacts audiences.
• Film Studies: Focuses specifically on cinematic techniques and visual language in film, analyzing how directors use visual elements to convey messages and create emotional impact.

Visual Rhetoric in Action: Real-World Examples

The principles of visual rhetoric are evident in everyday visual communications. Let's examine several common examples, demonstrating how these principles work.

Advertisements: The Art of Persuasion

Advertisements are prime examples of applied visual rhetoric. They carefully craft visual messages to persuade consumers to purchase products or embrace ideas. Color psychology, image composition, and symbolic imagery all play crucial roles in conveying the intended message. Consider how luxury brands use sleek designs and high-quality photography to evoke feelings of sophistication and exclusivity.

Photographs: Documenting, Evoking, Arguing

Photographs aren't merely objective records; they can document events, convey emotion, and construct arguments. Photojournalism uses visual storytelling to shape public perceptions of current events. Consider how iconic images from war zones evoke empathy and galvanize public opinion or how portraits can construct specific narratives about individuals.

Political Cartoons: Humor and Satire as Critique

Political cartoons use humor and satire to critique political figures and policies. They rely on caricature, symbolism, and exaggeration to make pointed arguments and influence public opinion. The effectiveness of a political cartoon lies in its ability to condense complex issues into easily digestible visual messages.

Infographics: Visualizing Data for Clarity

Infographics transform complex data into easily understandable visual formats. They use charts, graphs, and illustrations to present information in a compelling and accessible way. Effective infographics enhance comprehension and facilitate informed decision-making by making data more engaging and memorable.

Web Design: Guiding Users, Building Brands

Web design employs visual rhetoric to guide users through websites and establish brand identities. Visual hierarchy, color schemes, and typography work together to create intuitive user experiences and reinforce brand messaging. A well-designed website uses visual cues to direct attention, convey information, and create a positive brand image.

Film and Television: Storytelling Through Visuals

Film and television are highly visual mediums that use visual rhetoric to tell stories, create moods, and develop characters. Cinematography, set design, and costume design all contribute to the overall visual message. Consider how directors use lighting and camera angles to create suspense or evoke emotions.

Street Art/Graffiti: Visuals as Social Commentary

Street art and graffiti often serve as forms of social and political commentary. They use visual imagery and text to challenge authority, raise awareness about social issues, and express dissent. Street art often reclaims public spaces, transforming them into platforms for visual activism.

Public Service Announcements (PSAs): Persuading Behavior

Public Service Announcements (PSAs) use visual rhetoric to persuade people to adopt specific behaviors, such as quitting smoking, practicing safe sex, or conserving energy. They often employ emotional appeals, compelling visuals, and clear messaging to motivate behavioral change.

Emerging Areas: The Future of Visual Rhetoric in the Digital Age

The study of visual rhetoric is not static; it evolves alongside the technologies and cultural shifts that define our communication landscape. The digital age has ushered in a new era of visual communication, demanding a re-evaluation of established principles and the recognition of emerging forms of visual persuasion. This section will explore the evolving landscape of visual rhetoric in the context of digital media and consider how new technologies and platforms are shaping the way we communicate visually.

Visual Rhetoric in the Digital Sphere

The proliferation of digital media has transformed how images are created, shared, and interpreted. Social media platforms, online advertising, and digital art have become fertile ground for new forms of visual rhetoric to flourish. Understanding these evolving dynamics is crucial for navigating the complexities of contemporary communication.

The Meme as a Rhetorical Device

The internet meme, once dismissed as a trivial form of online entertainment, has emerged as a powerful tool for communication and persuasion. Memes utilize a combination of images, text, and cultural references to convey complex ideas in a concise and often humorous manner.

Their rapid spread and adaptability make them particularly effective at shaping public opinion, reinforcing social identities, and challenging established norms. The virality of memes depends on their resonance with shared cultural understanding and their ability to tap into existing emotional currents. Examining the visual and textual components of popular memes reveals sophisticated rhetorical strategies at play, from the use of irony and satire to the deployment of specific visual tropes and symbols.

Hyperreality and the Blurring of Boundaries

The concept of hyperreality, popularized by Jean Baudrillard, describes a condition in which the distinction between reality and simulation becomes increasingly blurred. In the digital age, this phenomenon has profound implications for visual rhetoric.

Digitally altered images, virtual realities, and carefully curated online personas contribute to a sense of artificiality that can challenge our perceptions of truth and authenticity. The rise of deepfakes and other forms of manipulated media underscores the ethical and rhetorical challenges posed by hyperreality. Understanding how visual technologies can create and sustain illusions is essential for critical engagement with the digital world.

Expanding the Scope: New Types of Visual Rhetoric

Beyond the digital realm, the field of visual rhetoric is expanding to encompass a wider range of sensory and spatial experiences. These emerging forms of rhetoric recognize that meaning is not solely conveyed through static images but also through movement, interaction, and the manipulation of space.

Pictorial Rhetoric

Pictorial rhetoric is the art of using visual elements in artwork to persuade, inform, and engage. This involves analyzing how artists use composition, color, symbolism, and other techniques to create meaning and evoke emotions. Pictorial rhetoric is vital for understanding how art influences culture and shapes perceptions.

Gestural Rhetoric

Gestural rhetoric examines how body language, facial expressions, and other nonverbal cues communicate meaning and influence social interactions. Gestures can reinforce or contradict verbal messages, convey emotions, and establish power dynamics. Analyzing gestural rhetoric helps us better understand interpersonal communication and social behavior.

Spatial Rhetoric

Spatial rhetoric explores how the arrangement of physical spaces shapes social interactions, influences behavior, and communicates meaning. Architecture, urban planning, and interior design can all be analyzed through the lens of spatial rhetoric. This approach helps reveal how spaces reflect and reinforce cultural values.

Embodied Rhetoric

Embodied rhetoric emphasizes the role of the body in creating and communicating meaning. This includes analyzing how physical experiences, sensory perceptions, and bodily performances shape our understanding of the world. Embodied rhetoric is crucial for understanding how bodies are represented and how they influence identity and social norms.

Architectural Rhetoric

Architectural rhetoric examines how buildings and built environments communicate meaning, reflect cultural values, and influence human behavior. Analyzing architectural elements such as form, materials, and spatial organization reveals how structures persuade, inform, and engage. Architectural rhetoric offers insights into how designed environments shape our experiences.

Tools and Methods: Developing Your Visual Literacy

The sheer volume of visual information we encounter daily necessitates a more critical and discerning approach to media consumption. It's no longer sufficient to passively observe; we must actively decode the messages embedded within images. Developing visual literacy equips us with the tools to analyze, interpret, and evaluate visual rhetoric effectively, transforming us from passive recipients to active participants in the construction of meaning.

This section outlines practical methods for enhancing your visual literacy. These methods empower you to unpack the persuasive strategies inherent in visual communication.

Cultivating Critical Thinking for Visual Analysis

At the heart of visual literacy lies critical thinking. This involves approaching visual messages with a skeptical and analytical mindset. It also challenges assumptions and questioning the intentions behind visual communication. Critical thinking provides a structure for visual messages.

Questioning the Source and Context

Begin by examining the source of the visual. Who created it, and what are their potential biases or motivations? Consider the context in which the visual appears. Where was it published or displayed? What is the intended audience?

Understanding the source and context is crucial for interpreting the message accurately. Failing to do so may cause us to see incomplete data.

Deconstructing Visual Elements

Break down the visual into its component parts. Analyze the use of color, composition, typography, and other design elements. How do these elements contribute to the overall message? What emotions or associations do they evoke?

Consider the arrangement of objects or figures within the frame. Are there any dominant elements that draw the eye? How does the lighting affect the mood and atmosphere?

Identifying Rhetorical Strategies

Visual rhetoric employs a range of persuasive techniques. Be on the lookout for visual metaphors, symbols, and stereotypes. How are these elements used to shape the viewer's perception?

Examine the use of rhetorical appeals – ethos, pathos, and logos. Does the visual attempt to establish credibility, evoke emotion, or present a logical argument? Identify the different layers of strategy to get a full picture.

Recognizing Ideological Underpinnings

Visuals often reflect and reinforce underlying ideologies. Consider the values, beliefs, and assumptions embedded within the visual message. Does it promote certain social or political agendas? Does it perpetuate harmful stereotypes or biases?

Identifying the ideological underpinnings of a visual is crucial for understanding its broader cultural significance. It also helps for uncovering biases in images.

Frameworks for Visual Analysis

In addition to critical thinking skills, several established frameworks can guide your analysis of visual rhetoric. These frameworks provide a systematic approach to interpreting visual messages.

The Semiotic Approach

Drawing on the work of Roland Barthes, this approach focuses on identifying the signs and symbols within a visual and interpreting their denotative (literal) and connotative (associated) meanings. Uncover the layers of meaning embedded in the visual text.

Consider how these signs and symbols contribute to the overall message and its persuasive effect. This method is most useful for images with clear cultural context.

The Rhetorical Appeals Framework

This framework examines how a visual utilizes the three classical rhetorical appeals: ethos (credibility), pathos (emotion), and logos (logic). Identify the specific strategies used to establish credibility, evoke emotion, or present a logical argument.

Analyze how these appeals work together to persuade the viewer. Some visuals will attempt to only use one of these appeals at a time.

The Framing Analysis

This approach examines how a visual is framed – that is, how certain elements are selected and presented to influence interpretation. Consider what aspects of the subject are emphasized or omitted.

How does the framing shape the viewer's understanding of the issue? Consider the power dynamics involved in the framing process.

Questions to Guide Your Analysis

Here are some key questions to ask when analyzing visual rhetoric:

• What is the purpose of this visual? What message is it trying to convey?
• Who is the intended audience? How does the visual appeal to this audience?
• What visual elements are used to create meaning (color, composition, typography, etc.)?
• What rhetorical strategies are employed (metaphors, symbols, appeals to emotion, etc.)?
• What ideologies or values are reflected in the visual?
• How might different audiences interpret this visual?
• What are the potential consequences of accepting the visual's message?
• What is omitted from the visual? Whose perspectives are missing?
• How does the medium in which the visual is presented affect its interpretation?

By engaging with these questions, you can move beyond passive observation and develop a deeper understanding of the persuasive power of visuals. The more questions we ask, the less likely we are to fall for misinformation or tricks.

So, the next time you see an image, don't just glance at it. Consider what it's really saying. Hopefully, this guide has given you a good foundation for understanding what is visual rhetoric and how to start interpreting the messages around you. Now go forth and see the world with a more critical eye!