The Research On Visual Rhetoric Of Print Advertisement

It is significant in both theory and practice to study Visual Rhetoric. First of all, thisthesis clarified the existence of advertising rhetoric and its significance. Meanwhile, thestudy mainly focused on the aspect of visual communication, by constructing the frame ofsystematic visual rhetoric theory and summarizing the advancement course of this theoryas well as its principal methods. Furthermore, the space of rhetoric theory is going toexpanding to advertising and brand spread field in all direction. Especially throughanalyzing the successful case of “Absolut Vodka”, the article generalized the methods ofbrand construction and the effects of graphic semiotic communication. Obviously, in thecourse of brand communication,“Absolut Vodka” makes full use of graphic code,combining with city image and humanistic connotation to forge, preserve and raise itsimage. The study shows that the advertising communication of “Absolut Vodka” is asuccess to apply the visual rhetoric theory to practice, and it has positive enlighteningand reference function to our nation’s brand spread and advertising campaign.