INITIATION OF VISUAL RHETORIC THEORY:BARTHES AND DURAND’S STUDY ON VISUAL RHETORIC IN ADVERTISING

Mainly based on the research of linguistic rhetoric,two French critics,Roland Barthes and Jacques Durand,initiated the research on visual rhetoric.They started with an extensive study of advertising images,on the basis of which Roland Barthes raised firstly the research of visual rhetoric and Jacques Durand drew a conclusion that almost all the rhetoric figures are found by linguists,and Durand tried to shape a system for visual rhetoric figures Although this system is far from perfect ness,it is really important for the initiation.