On the research of visual rhetoric

This paper defines language rhetoric act and visual rhetoric act, discusses the theoretical and practical values of visual rhetoric studies. The author thinks that visual rhetoric includes language visual rhetoric, image rhetoric and multiple vision rhetoric. Language visual rhetoric is different from image rhetoric in the nature of symbol, characteristics of sense organs, coding and decoding, nature of message sending and receiving, and their functions. Visual rhetoric is an active and intentional communication action for the best effects. The research of visual rhetoric is helpful to create new rhetoric theory, open up new fields of rhetoric, and solve practical problems of public rhetoric.