FROM ‘VERBAL’ TO ‘VISUAL’ RHETORICAL FIGURES: A REVIEW OF CLASSIFICATIONS, TAXONOMIES AND TYPOLOGIES

Abstract

From classical antiquity to the postmodern ubiquity of advertising, rhetorical figures (verbal or visual) occupied the pivotal position in the Western theory of rhetoric and persuasion. Under the traditional categories of figures of speech and figures of thought, it is fair enough to regard them as the “graces of language”, as the “dressing of thought”, as “ornaments”, as “embellishments”, for truly they do “decorate” our everyday language and give it a “style,” in the couturier’s sense. However, it would be a misperception to regard ornamentation as the central or sole function of figures. Affectingly, they have the ability to captivate an audience, evoke emotions, and drive home a point with resonance. In order to explore such nuances of rhetorical figures, the present study delves deeper into their problem of terminological confusion(s) and their deep definitional complexities that have a rich history, evolving alongside the art of suasion and persuasion. In fact, the study aims at exploring the distinct evolution of rhetorical figures from their verbal origins to their modern visual applications. Lastly, the study examines various recent classifications, taxonomies and typologies of both verbal and visual rhetorical figures to highlight research gaps and avenues for future studies.