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visual rhetoric
Visual rhetoric is the fairly recent development of a theoretical framework describing how visual images communicate, as opposed to aural, verbal, or other messages. Visual rhetoric generally falls under a group of terms, which all encompass visual literacy.〔(【引用サイトリンク】url=https://owl.english.purdue.edu/owl/resource/691/01/ )〕 Purdue OWL defines visual literacy as one's ability to "read" an image.〔 In other words, it is one's ability to understand what an image is attempting to communicate.〔 This includes understanding creative choices made with the image such as coloring, shading, and object placement.〔 This type of awareness comes from an understanding how images communicate meaning, also known as visual rhetoric.〔(【引用サイトリンク】url=http://twp.duke.edu/uploads/assets/photography.pdf )〕 The study of visual rhetoric is different from that of visual or graphic design, in that it emphasizes images as sensory expressions of cultural meaning, as opposed to purely aesthetic consideration.〔 Visual rhetoric has been approached from a variety of academic fields of study such as art history, linguistics, semiotics, cultural studies, business and technical communication, speech communication, and classical rhetoric. As a result, it can be difficult to discern the exact relationship between different parts of the field of visual rhetoric.〔 Some examples of artifacts analyzed by visual rhetoricians are charts, paintings, sculpture, videogames, diagrams, web pages, advertisements, movies, architecture, newspapers, or photographs. Visual rhetoric seeks to develop rhetorical theory in a way that is more comprehensive and inclusive with regard to images and their interpretations. Visual images and material objects have become more relevant in light of recent technological developments for understanding general communicative means.〔 Visual rhetoric is a conscious, communicative decision; the colors, form, medium, and size is chosen on purpose.〔(【引用サイトリンク】first=Sonja )〕 However, a person may come in contact with a sign, but if they have no relation to the sign, its message is arbitrary. Therefore, in order for artifacts or products to be conceptualized as visual rhetoric, they must have three characteristics: they must be symbolic, involve human intervention, and be presented to an audience for the purpose of communicating.
==History==
The exact history of the field of visual rhetoric is difficult to trace, as it could be argued that "visual rhetoric" has been studied and practiced as long as images have. The term emerged largely as a mechanism to set aside a certain area of study and to focus attention on the specific rhetorical traits of visual mediums.〔 In the history of rhetoric, study has been geared toward linguistics.〔 Visual symbols were deemed trivial and subservient, thus were largely ignored. As a result, rhetorical theory has been created with a significant exclusion of visual rhetoric.〔 As visual rhetoric is studied, it catalyzes a series of challenges against linguistic rhetoric altogether. Linguistic rhetoric alone creates many boundaries, and the holistic picture emerges with the introduction of visual elements.〔 According to Sonja Foss, scholars of visual rhetoric analyze photographs, drawings, paintings, graphs and tables, interior design and architecture, sculpture, Internet images, and film.〔 From a rhetorical perspective, the focus is on the contextual response rather than the aesthetic response.〔 An aesthetic response is a viewer's direct perception with the sensory aspects of the visual, whereas with a rhetorical response, meaning is given to the visual.〔 Suddenly, every part of the artifact has significance in the message being conveyed; each line, each shading, each person has a purpose.〔(【引用サイトリンク】first=Sonja )〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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