The Role and Usage of Visual Rhetoric in Advertising

Fatma Nazlı Köksal 1 *
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1 Eastern Mediterranean University, Turkey
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 3, Issue January 2013 - Special Issue, pp. 78-86.
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With the starting of the usage of advertising as an influence and persuasion tool in mass communication, the role of advertisement becomes more important and advertisers use different persuasion techniques to place advertising messages to the mind of their target audiences. In this process, visual elements become important tools of advertisements and especially with using visual figures as rhetorical devices, advertisers try to communicate much more accurately and effectively. Therefore, the present study will focus on the role and usage of visual rhetoric in print advertising and it will show the analysis of two print advertisements which use the artwork images as a rhetorical figure.


Köksal, F. N. (2013). The Role and Usage of Visual Rhetoric in Advertising. Online Journal of Communication and Media Technologies, 3(January 2013 - Special Issue), 78-86.


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