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A Visual Rhetoric Study on the Design of National Image

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  • Huang, Yuehua

Abstract

The design of the national image in the new era constitutes a rhetorical practice. By examining the rhetorical context, applying rhetorical methods, and selecting rhetorical images, it effectively achieves the construction of national identity and visual persuasion. Textual context, situational context, and cultural context anchor the meaning of the image and actively participate in the formation of rhetorical discourse. Visual rhetoric primarily involves techniques such as metaphor, metonymy, homophony, and isomorphism, which enable the visualization of abstract national concepts, the integration of multi-dimensional meanings, and the transformation and generation of specific meanings. Rhetorical images can be categorized into prototype images, conceptual images, and code images, each conveying persuasive ideological discourse and facilitating the construction of national identity as well as the transmission of national values.

Suggested Citation

  • Huang, Yuehua, 2025. "A Visual Rhetoric Study on the Design of National Image," GBP Proceedings Series, Scientific Open Access Publishing, vol. 15, pages 105-111.
    • Handle: RePEc:axf:gbppsa:v:15:y:2025:i::p:105-111
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