Barthes, Roland (1964). “Rhétorique de l’image.” Communications, 4, s. 40-51. [Da. overs, 1980]
Barthes, Roland (1980). “Billedets retorik.” I: Fausing, Bent & Larsen. Peter (red.). Visuel kommunikation I. København: Medusa, s. 42-57]
Bignell, Jonathan (2002). “Advertisements.” I: Media Semiotics: An Introduction. 2. udg. Manchester: Manchester University Press, s. 28-54 [1. udg. 1997]
Durand, Jacques (1970). “Rhétorique et image publicitaire”. Communications, 15, s. 70-95
Durand, Jacques (1987). “Rhetorical Figures in the Advertising Image.” I: Umiker-Sebeok, Jean (red.). Marketing and Semiotics: New Directions in the Study of Signs for Sale. (Approaches to Semiotica vol. 77) Berlin: Mouton De Gruyter, s. 295-318
Dyer, Gillian (1982). Advertising as Communication. London: Routledge [Flere senere genoptr.]
Forceville, Charles (1996). Pictorial Metaphor in Advertising. London: Routledge
Goffman, Erving (1979). Gender Advertisements. New York: Harper & Row
Hall, Stuart & Whannel, Paddy (1964). The Popular Arts. A Critical Guide to the Mass Media. [Genoptr. 2018: Durham, N.C.: Duke University Press
Jensen, Jens F.; Rasmussen,Tove Arendt & Stigel, Jørgen (red.) (1993). Reklame – Kultur. Ålborg: Aalborg Universitetsforlag
Leiss, William; Kline, Stephen; Jhally, Sut; Botterill, Jackie & Asquith, Kyle (2018). Social Communication in Advertising. Consumption in the Mediated Marketplace. 4. udgave. New York: Routledge [1. udg. 1986]
McQuarrie, Edward F. & Mick, David Glen (2003). “The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising.” I: Scott, Linda M. & Batra, Rajeev (red.). Persuasive Imagery. A Consumer Response Perspective. Mahwah, N.J.: Lawrence Erlbaum, s. 191-221
Messaris, Paul (1997). Visual Persuasion. The Role of Images in Advertising. Thousand Oaks, Calif.: Sage
Phillips, Barbara J. & McQuarrie, Edward F. (2004). “Beyond visual metaphor: A new typology of visual rhetoric in advertising.” Marketing Theory, 4 (1/2), s. 113-136
Scott, Linda M. (1994). “Images in advertising: The need for a theory of visual rhetoric.” Journal of Consumer Research, 21 (2), s. 252-273
