The Discussion On Visual Rhetoric Of Visual Communication Design

This paper introduced the concept of Visual Rhetoric and analyzed the background of the development of the Visual Rhetoric. By studying the outstanding works of visual, I summarized the similarities and differences between the Visual Rhetoric and rhetoric. Further more, the way how to apply the Visual Rhetoric to the field of Visual Communication Design is indicated. In addition, I tried to introduce the Visual Rhetoric into the education of the Visual Communication Design.There was a great deal of works about the theory of rhetoric from Qin Dynasty in China. But in modern times, the step of the study of rhetoric became more slowly. There are some professors proposing the trend of the rhetoric study. First, Rhetoric should serve the economic development with its advantage. The second, to be an interdisciplinary subject, the Rhetoric has its own nature. We should pay attention to its features and enlarge the field of the Rhetoric.Therefore, the establishment and system research conform to the development orientation of the rhetoric. On one hand, the Visual Rhetoric shows its appearance in accordance with the development of the Visual Communication Design. The study of the Visual Rhetoric will be guidance in theory of the Visual Communication. On the other hand, the cross-field study between the Rhetoric and the Visual Communication can enlarge the study field of the Rhetoric.For visual communication fields, the establishment and the systematic study of the Visual Rhetoric are crucial for the design methodology of visual communication and its education application . The method of visual communication and education is generally introduced from abroad. Although the advanced design concepts and teaching methods gave a hand to the rapid development of design in China however, the conflicts between the western ideas and the traditional concept and its development situation in China are becoming fiercer. Therefore, the need to establish our own model and concept is increasingly urgent. The Visual Rhetoric will be a breakthrough.