Visual rhetoric en.wikipedia.org treats a picture as an argument and borrows the apparatus of classical rhetoric to take it apart. Roland Barthes did much of the work of carrying it across, applying the analysis to the still photograph in 1964 (in English in 1977), and his earlier Mythologies en.wikipedia.org of 1957 had already taken wrestling matches, soap powder and a Paris Match cover of a saluting soldier as systems of meaning rather than as things that happened. In advertising the moves get names. Juxtaposition, fusion, replacement, and a dozen relatives of those, all of which amount to setting two things near each other and letting the viewer do the joining.
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