To Cicero’s three offices, docere (Lat. “to teach”), delectare (Lat. “to charm”), and movere (Lat. “to move”) Burke adds a fourth, one, “portray” (ETSM 41). According to Oxford Dictionary online, the term means: 1. Depict in a work of art or literature. 2. Describe in a particular way. 3. (of an actor) play the part of. The term derives from the Old French portaire, from traire “to draw.” Words relfect "reality"; therefore, it is important for one to utilize the right words (This sounds like Mark Twain) (effective rhetorical devices) in order to obtain certain responses from one's audience. As self-expression, portraiture depends on the “’moral principle’ in the agent” (ESTM 44). This poses a problem in that the speaker/writer will draw his/her view of a certain topic based on a certain motive in a certain setting in order to move his/her audience to action. The speaker/writer may or may not have the sense of duty to oneself and to others (as Kant would say). Or he/she may not abide by what Hobbes calls the social contract that is, by rules against lying, stealing, killing, etc., and may move people to actions that go against these rules. According to Aristotle, besides these rules, one needs to acquire emotional and social skills that would give one an understanding of a well-lived life. Things become more complicated when we have in mind controversies related to the moral status of corporate entities (which are considered persons), of deceptive advertisement, of job descriptions and discrimination, etc.
By utilizing certain symbols or idioms one creates/portrays certain images for the reader, who seeks identification, a sense of community.
Visual rhetoric appeals to everyone possibly because most of us are (predominantly) visual learners.
The rhetorical process has been compared with painting--the viewer can look at the whole portrayal (almost) synchronically. In the fast-paced times in which we live, when our attention span seems to decrease, this could be helpful.
Burke’s fourth office related to the rhetoric opens new ways of interpretation for us and makes us aware of the impact of the rhetorical act on the audience.
My ideas are very scattered. Sorry.