Theorists generally agree that a significant reason for the revival of the
study of rhetoric was the renewed importance of language and persuasion in the
increasingly mediated environment of the 20th century (see Linguistic turn) and
through the 21st century, with the media focus on the wide variations and
analyses of political rhetoric and its consequences. The rise of advertising and of mass media such as photography, telegraphy, radio, and film
brought rhetoric more prominently into people's lives.
Reflecting this, more recently the term rhetoric has been applied to media
forms other than verbal language, e.g. Visual rhetoric. The goal is to analyze how
non-verbal communication persuades. For example, a soft drink advertisement
showing an image of young people drinking and laughing is making the case that
the consumer, by using the product, will be healthy and happy.