Let's break it down. The first part, Visual, is what you see when you look at something, color, arrangement, font, etc... The rhetoric part deals with the persuasion. In conclusion, it's what we see and how we act or think when we see it. It is one's ability to understand what an image is attempting to communicate.
Because that his way of drawing
You have NEOLITHIC- new stone age
MESOLITHIC- middle stone age
PELEOLITHIC- old stone age.
