The simplest definition for visual rhetoric is how/why visual images communicate meaning. Visual rhetoric is not just about great design and aesthetics but also about how culture and meaning are reflected, communicated, and altered by images and text.
Visual literacy involves all the processes of knowing and responding to a visual image, as well as the all the thought that might go into constructing or manipulating an image.
Duke University has a couple of .pdf's to help you figure out how to think a bit more critically about what you experience as a visual consumer and producer.
Barbara Kruger is a queen of visual rhetoric. However, the billboard owner profits from both sides of this particular argument. Check out Art21 at http://www.pbs.org/art21/ for more information about Kruger's artwork.
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