Research Rhetoric Visual Language Of Advertising Photography

Advertising photography is an image information with centralized information and cleared purpose.Analyzing an advertising photography is to interpret the photographer’s image coding. With Roland Barthes’simage Rhetorical Theory of visual rhetoric, in-depth analysis of the classic cases of domestic andinternational advertising photography. This article will explore the forms and features of advertisingphotography from the creator and viewer’s point of view on the intuitive visual elements and condensedrhetorical devices, combined with the different social, cultural, and work together to create an ideologicalworld. The article will then analyze the creation of the image rhetorical strategies and ideologicalimplications for advertising photography, in terms of the rhetorical expression of the visual language,symbols, characteristics, style, performance, technical characteristics, and social effects. It will also point outthe rhetoric characteristics and the social value, combining three different forms of media and comparingdifferences of visual rhetoric.