The image occupied a large part of the history of mankind, starting from the drawings of the caves and the illustrated languages and through the circles of the nineteenth century, and we live in a culture of mediation: the press, cinema, radio, television, so our present time is the time of the image and our world and its media are the image in a way that human history has not seen before. The world is based on reading words but on reading pictures..The fact that graphic design is the creation, selection, and arrangement of marks on a surface for the purpose of conveying an idea (Hollis, 2001, p.7) .The aim of advertising since humanity has known it is to inform any product or service and its design is depicted on the image as an ideal "remodeling" for life. With academic development, increased awareness of products, marketing sciences, and promotion, advertising goals have become a tool for influencing and persuading mass communication and creating the required changes in target market behaviors. Like how images work alone and integrate with other elements and read them to create an argument designed for the audience. Since Scott (1994) called for the role of visual rhetoric in making an argument and evidence, it is seen that image advertising is the most important rhetorical method, which increases its effectiveness and works to engage in metaphorical and abstract thinking to understand the visuals. This makes the external advertisement a graphic field that flies with signs and arguments, contributing to the communication process and facilitating persuasion. For this purpose, advertisers and designers try to use different persuasive methods, one of which is to create a rhetorical language for creating and reading pictures or what is known as Visual rhetoric. The second is visual thinking, which is an attempt to understand the world through the language of form and image. Therefore, the study aims to explore the descriptive language of advertising through the state of public speaking and visual rhetoric. Statement Of Problem: What are the most important graphic considerations for designing an external advertisement that encourage the recipient to respond to the design of the advertisement? To what extent does visual rhetoric and visual thinking contribute to realizing the external advertisement? Research Objectives: Signify the impact of visual thinking on external advertising and achieve a design effectiveness between the recipient and the external advertisement in a manner that ensures ease of reading and interacting with it and then responding to its content in addition to Emphasizing the awareness of the designer and his understanding of the process of visual thinking and theories of interpretation of visual perception, which affects the quality of the use of foundations and elements and external advertising. Research Methodology: The research takes the descriptive approach.
Ahmed, Khalid Mustafa
"Effect of Visual Rhetoric And visual thinking on the perception of Outdoor advertising,"
International Design Journal: Vol. 10:
2, Article 33.
Available at: https://digitalcommons.aaru.edu.jo/faa-design/vol10/iss2/33