The science of rhetoric in language between rhetorical images and visual images in the contemporary poster

Our Arabic language, in all its arts and fields of poetry, prose, literature, and other various arts of the word, abounds with what are called (rhetorical forms), and one of the most important branches of this language is the science of rhetoric (rhetoric). This field is concerned with studying the methods of composing speech and formulating it in a way that conveys eloquence of speech, eloquence of statement, confirmation of expression, and embodiment of the intended meaning. Among these rhetorical formulas in the Arabic language are what is known as simile, metaphor, metonymy, and metaphor. The rhetorical image in literature is one of the expression mechanisms that the creative resorts to in order to transform his ideas from raw materials into artistic literary material. From here, the visual artist can use his own symbolic rhetorical vocabulary as well as verbal rhetorical expression. Advertising in general depends on two basic factors, namely the image. The word, the combination of the word with the image in a simple and direct form expresses the advertising message of its various types, the positive effect of which must be reflected in the soul of the recipient in order for a response to occur between him and this advertising message. The arts of the word in our Arabic language preceded all other arts, for the use of methods. And rhetorical formulas to achieve the power of creative expression about oneself and life.