Las figuras retóricas como herramienta de análisis de la imagen en expresiones visuales del cartel europeo versus el cartel publicitario de la ciudad de Bogotá

Abstract

The objective of the research carried out is to develop from the rhetorical figures an image analysis tool in visual expressions of the european poster in front of the advertising poster of the city of Bogotá, in order to understand the rhetorical aspects in visual communication through image. In order to implement a tool in advertising communication that allows to analyze in the advertising poster the most relevant aspects of the image visual, It is used in qualitative and quantitative analysis in advertising posters in the period from 1940 to 1960 since the advertising poster proliferated in the city of Bogota. The results of the information allowed to establish that the rhetorical figures do They are a tool that allows analyzing the visual image of the advertising poster and In addition, a series of indicators were developed to apply in said figures. rhetoric. It was known through the analysis of the rhetorical figures which were the most important elements in advertising visual communication.