rethoric of the image

1. Rhetoric of the image

2. The mass media use a set of artificial operations to
create their messages with the aim of persuading
the viewer.
Are very emotional images that attract our
attention.
We will focus our attention on the use of rhetorical
figures in advertising

3. HYPERBOLE
Hyperbole is a verbal or visual
exaggeration.
In this image a giant
telephone is used to
announce a telephone
company.

4. METAPHOR
Metaphor is a comparison
between two contents.
In this advertisement of candy
we compare a tongue with an
ice cream to tell us that the
sweets are very refreshing

5. METONYMY
Metonymy consists of speaking
of an object through another
object that replace it.
In this advertisement the beer
bottle is replaced by a
nutcracker.

6. SUBSTITUTIO
N
Substitution replaces a visual
sign witn another of similiar
formal characteristics.
In this ad the sunflower replaces
the fire that heats the frying pan

7. SYNECDOCHE
The synecdoche is the use of a
part to refer to a whole.
In this announcement shows
only one detail of the teeth to
refer to the entire denture.