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Ourproposal isto analyze how the use o f colo r can be a privileged element to argue in a visual image. The values and connotations ascribed to color in the context of a visual statement work as "proofs" in reasoning ofthe persuasive type. In this way, the use of rhetorical figures is not an end in itself, but the visible corre late oftbe argumentation that works as a hidden, implicit structure of persuasion. We bave chosen black, white, and red because of their high frequency in appearing, the great number o f uses, and the abundance o f socio-cultural interpretations -which even may be apparently paradoxical or contradictory. All these senses are latent, and coexist Colors are reinterpreted in correspondence witb the contexts of use in the texts tbemsel ves ( co-text), and witb tbe effective social contexts, which frame them in a real situation (historical space and time).

Retórica del negro, blanco y rojo: razonabilidad y estética para persuadir con imagenes visuales