ABSTRACT
This chapter reviews specific attributes of a neuro-cognitive model of multimodal rhetoric. It then describes relevant theories associated with the visual dominance attribute of the model. The five particular attributes from a synthesis of scholarship in multimodal rhetoric and neurobiology that emerge are: inter-modal sensory redundancy; visual dominance; temporal synchronicity; prior experience; and attention-modal filtering. There is a plethora of empirical data related to visual processing and visual rhetoric. An entire subfield within both areas of rhetoric and neurobiology works with this scholarship. The principle of temporal synchronicity considers combinations in any modal form, including those that use the same mode such as two forms of visual information print-linguistic text and video, for example. Scholarship associated with the general field of cognition observes that prior experience plays a major role in learning. The last attribute of the integrated model pertains to the literature about filtering of information and attention.
