| Visual rhetoric has entered China for more than ten years ,but the visual rhetoric studies of advertisement stay in the theoretical frame and criticism of consumption culture hidden in the visual culture, and very little research has been done on detailed visual content and rhetoric process.This study does research on the visual rhetoric of advertisement in two parts.Partâ… The author analyzed and summarized the domestic and international visual rhetoric theories in a document analytical method ,attempts to bring forward the classification method of visual rhetoric based on the initial analysis of a large amount of advertisement photograph, and summarized the most common visual rhetoric figure in print ads.Partâ…¡The author adopted the content analytical method to take the prize-winning works " Guangzhou Daily Cup Selection of Excellent Advertising Awards for Chinese Language Newspaper "as object of study. These works represents the highest level of Chinese print advertisement. Through variables analysis on figures of visual rhetoric, color, image, spatial distribution of these excellent works, the anthor did comprehensive and systematic exploration on the development trend of China's print ads in the past two decades, and analyze the principles of visual language used in Chinese print ads, in the hope of providing empirical support for further research on visualo rhetoric study through a series of print ads specific research works and tried to sum up the general rules of print ads creation as reference for the advertising practitioners to make the study more practical.The results showed that: With the theory and practice of creative advertising matures, The artistry of print ads is improving.The expression of advertising images is enhancing gradually .The usage of Chinese elements is relatively low in ads images.
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