Theories In The Rhetoric Eye, Images And The Brain

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III. Background
Theories within the visual rhetoric field are immense. Most research steers within the scientific realm, and centers on the brain and how it controls peoples’ perceptions of images. For example, in Visual Imagery and Perception, Bertolo focuses on the cognitive processes that control the flow of “form, motion, and colour,” exploring the question of how all of the individual features within images are processed, whether they are binded together or processed separately (174). He later relates these processes to visual imagery and perception. Similar to Bertolo, in Images and the Brain, Kosslyn explores a specific region of the brain, the visual cortex, and how it functions in perceiving representations in imagery, and the degree of how specific these representations process. Kosslyn also supports Bertolo’s claim that the different processes within the brain that interpret imagery and perception bind together in many cases, and are closely interwoven (334). In
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Perhaps closer to my focus, in Visual Imagery: Applications to Advertising, Rossiter specifically outlines effective forms of visual content in advertising, revealing further patterns that grab and hold peoples’ attention enough to purchase items or inherit ideas as their own. These articles and chapters covering visual theory and effective patterns within visual rhetoric provide starting grounds for helping us understand how to catch the attention of Millennials and persuade them to support a non-profit, but much more research must be conducted in order to fully understand this realm of visual

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