A Study On The Visual Feature Of Network Rhetoric

Network rhetoric is the weak point in today’s rhetoric studies.Traditional rhetoric theory is unable to complete the interpretation of rhetoric under the background of network and visual culture. Rhetoric studies should also keep pace with times, and digging a new perspective.Based on the generalized rhetoric theory,the paper try to use visual culture theory to study the real visual feature of the network rhetoric, also to explore the meaning behind this phenomenon.The paper give a detailed definition for some concepts like network rhetoric, visual rhetoric, the visual feature of the network rhetoric and so on, also it lists the predecessors’ research results and the insufficiency. Besides, In this paper, a careful division of visual rhetoric is made on the visual effect approach. Generally speaking, it can be divided into two categories:imagery visual rhetoric and real visual rhetoric. The former one is just vivid language, it’s a success of language description to lead person kind of "saw",but actually it’s mental imagery not real visual. Real visual rhetoric has intuitive visual image by itself. The real visual feature of network rhetoric is mainly brought by the real visual rhetoric which made difference between the network rhetoric and traditional rhetoric.The paper use two aspects of rhetorical expression and rhetorical acceptance to illustrate the turning of the implication of rhetoric in the new period,and from various aspects such as character rhetoric, punctuation rhetoric,sentence patterns and so on,the paper illustrates the feature of the network rhetoric.Also paper shows the visual development of the network written language rhetoric by describe some network rhetoric phenomenons. Also the paper sums up the some visual principle the visual rhetoric should follow. More importantly, the article reveals the two layer in real visual rhetoric on the rhetoric receiving, the first layer accept visual image and the second layer of text reading to accept the unity of opposites.At the end of the paper, through the feature of real network rhetoric, paper forecasts a visual trend in development of network rhetoric in future. The expression and acceptance of the "imagery" and "real" of network rhetoric,the "words" and the "image",they will be the focus of network rhetoric studies in future.