How Nothing Became Something: White Space, Rhetoric, History, and Meaning

We seek to advance visual theory in the domain of commercial rhetoric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual trope common in advertising, white space. The choice of white space was purposeful in that it is not a picture and its history is both accessible and traceable. Our sociohistorical theory is supported by showing how specific movements and social forces acted upon the meaning of this particular visual rhetorical device and how this meaning is today shared and understood by both producers of ads (ad agency creative directors) and the readers of ads (or-dinary consumers). We conclude with a discussion of the implications of this ap-proach to rhetorical and other major theoretical formulations. For more than a decade now there has been a growingclamor in the consumer behavior field to study adver-tising as rhetoric, as text, and as social product (Deighton