Latent rhetoric

While some visual effects — such as photographs — are obvious, others — such as the choice of typefaces — can be subtle and likely to be unnoticed by the viewer. Latent visual rhetoric is not seen as rhetoric, so it leads the viewer while flying under the radar. Documents such as manuals, sales letters and research reports have typical visual elements which are repeated in every edition, giving them a character of consistency and reliability. In magazine articles, heads and subheads communicate the structure of the content and guide the viewer through it. Content pages in books call attention to themes and structures and their order.