Illustrating Beauty and Utility: Visual Rhetoric in Two Medical Texts Written in China's Northern Song Dynasty, 960-1127

摘要

This article examines illustrations in two medical texts written in China's Northern Song dynasty. Compared with medical books produced in previous dynasties, these two texts incorporated more illustrations with enhanced beauty and usability. These visual features, I argue, carried rhetorical attributes that helped these texts negotiate their way into printing, circulation, and becoming canonical in their own genres. At the same time, they also facilitated efficient and accurate reading through reduced visual clutter and enhanced accuracy, and thus appealed to both the elite and the public readership. The article reviews these visual strategies and their implication for technical communication today.