Editing Visual rhetoric (section)

==== Advertisements ====
Advertisers know that their consumers are able to associate one thing to another; therefore, when an ad shows two things that seemingly different, they know that the consumer will find a connection between the two.<ref name=":1">{{Cite journal|last1=Phillips|first1=Barbara|last2=McQuarrie|first2=Edward|date=2004|title=Beyond visual metaphor: A new typology of visual rhetoric in advertising|url=https://courses.helsinki.fi/sites/default/files/course-material/4482592/22.3_MT2004%20Phillips.pdf|journal=Marketing Theory|volume=4|issue=1–2|pages=113–136|doi=10.1177/1470593104044089|s2cid=73621526}}</ref> Advertisers also find ways to make sure that the consumer creates a positive association between what they are selling and whatever they are associating their product with.<ref name=":1" />

In advertising, there are nine main classifications for how ads incorporate visual rhetoric.<ref name=":1" /> These classifications vary in complexity with the least complex being when advertisers juxtapose their product with another image (listed as 1,2,3).<ref name=":1" /> After juxtaposition, the complexity is increased with fusion, which is when an advertiser's product is combined with another image (listed as 4,5,6).<ref name=":1" /> The most complex is replacement, which replaces the product with another product (listed as 7,8,9). Each of these sections also include a variety of richness.<ref name=":1" /> The least rich would be connection, which shows how one product is associated with another product (listed as 1,4,7).<ref name=":1" /> The next rich would be similarity, which shows how a product is like another product or image (listed as 2,5,8,).<ref name=":1" /> Finally, the most rich would be opposition, which is when advertisers show how their product is not like another product or image (listed as 3,6,9).<ref name=":1" /> 
# Advertisers can put their product next to another image in order to have the consumer associate their product with the presented image.
# Advertisers can put their product next to another image to show the similarity between their product and the presented image.
# Advertisers can put their product next to another image in order to show the consumer that their product is nothing like what the image shows.
# Advertisers can combine their product with an image in order to have the consumer associate their product with the presented image.
# Advertisers can combine their product with an image to show the similarity between their product and the presented image.
# Advertisers can combine their product with another image in order to show the consumer that their product is nothing like what the image shows.
# Advertisers can replace their product with an image to have the consumer associate their product with the presented image.
# Advertisers can replace their product with an image to show the similarity between their product and the presented image.
# Advertisers can replace their product with another image to show the consumer that their product is nothing like what the image shows.

Each of these categories varies in complexity, where putting a product next to a chosen image is the simplest and replacing the product entirely is the most complex.<ref name=":1" /> The reason why putting a product next to a chosen image is the most simple is because the consumer has already been shown that there is a connection between the two.<ref name=":1" /> In other words, the consumer just has to figure out why there is the connection. However, when advertisers replace the product that they are selling with another image, then the consumer must first figure out the connection and figure out why the connection was made.