VISUAL RHETORIC PARADIGM

Abstract

The purpose of this research is to analyse visual rhetoric within the scope of a paradigm; along with its definitions, assumptions, and evaluation methods.  The research utilizes the general survey model, one of the qualitative research techniques. Firstly, the paper focuses on the emergence and definition of visual rhetoric. Then, it discusses the effectiveness of using images and symbols in designs containing visual rhetoric in the context of the psychological, cultural, and social structure of the target audience. In addition to the creation and defense of designs, the research emphasizes the importance for the information society of visual communicators to analyze and evaluate visual messages as visual rhetoric. The research benefits from the evaluation suggestions of S. Foss, who pioneered the contemporary approaches of visual rhetoric, and those of V. Peterson, who added a new dimension to Foss's scheme. Within the scope of the visual rhetoric paradigm, which aims to suggest a new thinking attitude to the target audience, the paper concludes that the criteria by which visual rhetoric can be evaluated are also very important besides the correct transmission of the visual rhetorical message.