Visual Rhetoric

Abstract

Visual rhetorics is not limited to socio-communicative connections, for example, a text and illustration, and, accordingly, a reader/viewer. Visual rhetorics is aimed at examining the process of formation of a visual object in time and space, as well as the prospects for studying visual information — the value of the integrity of the object and the hierarchy of its components. Visual rhetoric is based on mnemonic reception - artists and its viewers combine memory and imagination. A person of such a culture can rightly be called homo rhetoricus. Visual rhetorics, it must be understood, is not only related to fine arts or architecture. It is no coincidence that at present the rhetorics of culture is also developing widely, which can be described as the following entymema: art is rhetorical, since it falls within the scope of the culture of homo rhetoricus.