The Rhetorical Systems of Static and Dynamic Images: From the Visible degree to the Conceptual Degree

Abstract

If the iconic visual discourse is a rhetorical system characterized by relative similarity to its subject in the external world, it is also considered a "texture," meaning it is composed of units and materials from which it is made. These units indicate similarity or contrast, including units of color, space, and shape. Therefore, the texture refers to the components and units of the image related to the material, shape, colors, and other elements that can be analyzed and interpreted.

But the plan we adopt as a methodology for analyzing the iconic image in Saudi visual discourse relies on two complementary approaches: The first is the semiotic approach, in which we relied on Peirce's concept of the sign and its characteristics. The second is the pragmatic linguistic approach, which reveals to us the relationship between the image and speech acts and our interpretation of them in order to explore the relationship between the Culture's advertising discourse and traditions and heritage to highlight in order to establish the complex and diverse Saudi identity in society.