• Archives of design research
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• v.16 no.4
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• pp.207-214
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• 2003

The reason why rhetoric is important to a moving image is that a moving image communicates through non-verbal communication language. At first, rhetoric in a moving image functions to be persuasive in the story of a moving image. Second, rhetoric works to enhance an aesthetic value for a moving image. Thus we feel good when we are watching a moving image with well embeded rhetoric. On the other hand, we see extened rhetoric to enhance an imaginary because of a hollywood movie with visual effect and a digital movie. Visual images now formed using more signigier compared to signified for signification. Also we see that every signifier structured metaphorically to function as a sign. In this paper, 1 am going to explain the principles of rhetoric applied to a moving image so that we can better understand a signification on visual image.