Rhetorical Analysis of a Visual Text

Consumers desire products that provide some good scope of meaningful experiences. It’s one thing to have a quality product and a very different and important thing in any business for the producer or the manufacturer to market the same product and win the trust of customers and satisfactorily serve them, achieving a constant health experience with the customer. In recent years, with the increase of the variety of product and consumer awareness, marketing activities have increased dramatically, too, and the role of advertisements becomes more important. Today the aim of advertisements which are used as an influence and persuasion tool in mass communication is to create the desired changes in behaviors of target market and by this way to sell the product (Amy, 2008).

For this purpose, advertisers try to use various persuasion techniques and one of them is create a rhetorical language by using the effectiveness of visualization. Before, rhetoric was considered ‘the exclusive province of verbal language where presentation of an argument was manipulated so as to be most impacting.” However, today every kind of figurative element that is realized by visual text is also accepted as a kind rhetoric and it is called as a “visual rhetoric”. “Visual rhetoric can be described as a form of communication that uses images for creating meaning or constructing an argument. Hence, an analysis of visual rhetoric considers how images work alone and collaborate with other elements to create an argument designed for moving a specific audience (Amy, 2008).

The aim of advertisement is to present the most persuasive selling message to the right prospect and so, the usage of visual rhetorical figures by advertisers for enhances the persuasive expression of advertisement is not a random situation. One of the visual rhetorical figures is using the artwork images in advertisements. Art and advertising exchange forms of expression one with the other and advertisers transfer of cultural, social and aesthetic value from the appropriated art work to the advertised product. By this way, they mask their selling purpose and they added an additional value to their product which comes from work of art. This study essay aims at exploring the meta-language of advertisement exposed through the case of visual rhetoric and it shows the analysis of two print advertisements which use the images of artworks as a visual rhetorical tool (Amy, 2008).

Mostly, usage of artwork images in visual rhetoric is put into practice. Especially the well known artwork image, such as Mona Lisa, has been used to sell almost anything, from hair-dye to alcoholic beverages. For example, Shop and Miles credit card uses the artwork images, Mona Lisa, for advertise its campaign and collaboration with Turkish Airlines (Amy, 2008). When using a artwork of images in advertising, a formal relationship between the work of art and the product can only in eight percent of the cases, in around forty two percent a semantic relationship is evident, consequently leading to the assumption that a connection or a link must be established between the content of the work of art rather than its form.

For instance, in many advertisements, there is both visual and verbal text (Amy, 2008). The portrait of Mona Lisa and plane of Turkish Airlines represent the figures and written text is used as a supporter of the semantic composition of visual items. The advertisement visuality is supported by verbal text and it creates a reference for the product which is on advertisement. Texts like, “Shop and smiles, .the original started the free flight trend, attracted considerable interest from the frequency flying people, recently, the campaign and points were attempted to be imitated (Amy, 2008).

In the last 4 years, it is inimitable with its specialty which makes you win while you are flying.” This strategy and the headline “the original” represents the uniqueness of Mona Lisa and “in art, it is the aura of ‘one original’ that makes people interested in the product or service. In this process, advertisers transfer the originality of Mona Lisa to the advertised product. In the continuous part of the text, the phrase of “attempted to be imitated” and the word of “inimitable” create a parallel relationship between the work of art and product (Amy, 2008).

The message of advertisement is clear: although there are many reproduction of Mona Lisa, there is one original and still its unique. There are many reproduction of this product, but it is also unique, too. Therefore, in this advertisement both visual power and semantic structure of Mona Lisa is supported by verbal text and all of these figures create a rhetorical expression. This strategy of using such texts end therefore attracting the customers and by the end of it earn the product b a good scope of market value for customers find it worth taking. Failing to do marketing, is like lighting a lamp and putting nit under the table, but with this kind of strategies one is sure that the candle burns and lights high above every marketing worry (Amy, 2008).

Advertisement plays the greatest role in selling an ideology to the target populace. The   language used in a visual text will therefore determine the acceptance of a product or service. Visual rhetoric and artwork are closely affiliated to the acceptance of a project by the prospective target group. Not forgetting that art and humanity share great similarities. Nearly everyone uses some bit of advertising either consciously or unconsciously. Conversations are perfect examples of promotions that require complements from the visual rhetoric and informal advertisement in the form of gestures to bring a specific point home. Awareness is the greatest goal of applying visual rhetoric (Amy, 2008).

Mona Lisa’s artwork design has seen it become a common tool of promoting awareness almost across all sectors. The reason why Mona Lisa is such a big deal in the advertising sector is because the artwork can effectively associate with different parties in different sectors. It is a strategy that creates a strong bond between the different parties across the vast field of human interactions. Advertisement is all about information dissemination. Surprisingly the most profitable adverts are not presented in wording; artwork plays the greatest role in determining the affection that consumers should develop towards the best products and efficient service delivery. Mona Lisa’s success serves as a lesson that advertising and artwork have a rich affection that must be developed cultivated both formally and informally (Amy, 2008).

Virtual texts have great leverage to the consumer populace. The eyes form the center of attraction; what an individual sees formulates the first impression back in their mind hence stimulating the person to either develop positive or negative approach towards a specific stimuli. Virtual texts are intended to aid an individual develop the positive   affiliation that an individual develops towards a specific project. Prudent entrepreneurs have for instance applied the Mona Lisa virtual design because of the compatibility of the Mona Lisa strategy. Effective communication is quite important in any sector.

Virtual texts are universal way of communication that targets everyone with visual ability. Informational texts in majority of the adverts we see in the modern day play a miniature role in comparison to the role played by the artwork fixated in these visual adverts. Awareness appears more easy and enjoyable when virtual texts are incorporated. It is therefore important to understand that virtual texts are not mere promotion designs formulated by the marketers to attract the interest of prospective clientele. Virtual texts are the building blocks that make advertisement and communication (Amy, 2008).


Amy, R. (2008). Inventing Enchantment: Rhetorical and Visual Analyses of Contemporary Picture Books, ProQuest

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