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Visual Literacy and Visual Rhetoric: Images of Ideology Between the Seen and the Unseen in Advertising

Visual Literacy and Visual Rhetoric: Images of Ideology Between the Seen and the Unseen in Advertising

Paulo M. Barroso
Copyright: © 2020 |Pages: 20
ISBN13: 9781799810414|ISBN10: 1799810410|ISBN13 Softcover: 9781799810476|EISBN13: 9781799810452
DOI: 10.4018/978-1-7998-1041-4.ch002
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MLA

Barroso, Paulo M. "Visual Literacy and Visual Rhetoric: Images of Ideology Between the Seen and the Unseen in Advertising." New Media and Visual Communication in Social Networks, edited by Serpil Kır, IGI Global, 2020, pp. 17-36. https://doi.org/10.4018/978-1-7998-1041-4.ch002

APA

Barroso, P. M. (2020). Visual Literacy and Visual Rhetoric: Images of Ideology Between the Seen and the Unseen in Advertising. In S. Kır (Ed.), New Media and Visual Communication in Social Networks (pp. 17-36). IGI Global. https://doi.org/10.4018/978-1-7998-1041-4.ch002

Chicago

Barroso, Paulo M. "Visual Literacy and Visual Rhetoric: Images of Ideology Between the Seen and the Unseen in Advertising." In New Media and Visual Communication in Social Networks, edited by Serpil Kır, 17-36. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-1041-4.ch002

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Abstract

Advertising imposes ways of seeing, thinking, feeling and acting; it leads consumers to act without them noticing; it creates an ideal social imaginary of a “perfect world” or “happy ending” for the daily needs and problems of consumers. Advertising does this by formulating a proposal for a collective and ideal good. Following a theoretical strategy and a critical analysis, it is an approach intended to relate rhetoric, ideology, and literacy of advertising image, exploring the implied ways of the seen and the unseen (i.e. what visual messages say and show). Advertising is a public and massive myth-poetic and logo-poetic device and an increasingly multiform, omnipresent, seductive and visually persuasive. It is important to understand the elements of (explicit or implicit) meaning and the corresponding processes and mechanisms through which the meanings produce effects. This chapter assumes itself as a contribution to a desideratum that may be called visual advertising literacy.

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