A rhetorical schema for the evaluation of visual imagery

Abstract

In this essay, a schema is proposed for the evaluation of visual imagery from a rhetorical perspective. In the schema, judgments of quality about a visual image are made in terms of the function communicated by the image. Three processes are involved in such judgments— identification of a function or functions communicated by an image, assessment of the degree to which substantive and stylistic dimensions of the image support the communication of the function, and evaluation of the legitimacy of the function. The schema is illustrated in applications to a chair from the Memphis design consortium and to The NAMES Project AIDS Memorial Quilt.