3.3 Visual Rhetoric versus Visual Decoration

Not all visual information in media is intended for a rhetorical purpose. In deconstructing visual media, you will be challenged to distinguish between visual imagery that is purposeful and imagery that has no particular purpose other than decoration. In the example below, the small parrot image, by itself, does not elevate the information on the chart to a higher level of meaning. Removing the image of the parrot would not take away from the meaning of the other information.

This is an example of an infographic where the image of the parrot in the bottom right corner does not promote a rhetorical effect. It is purely decorative. However, other images within this infographic DO have rhetorical effects, the parrot aside.

(Globe-Trotting inforgraphic courtesy of: Commons:WikiProject Aviation/recent uploads/2016 October 1)

In the example below, we see another infographic, this time where different images are used for a rhetorical effect (cube, puzzle pieces, arrow pointing up). In this case, the intended message is extended beyond the literal meaning of the words below the images of the people. The audience gets the sense that the entities served by this corporation are not just those listed, but that they embrace a spirit of diversity and inclusion. The effect of this strategy should be that prospective clients of all backgrounds are welcome to do business with this organization.