This study discusses the theories, concepts, and also theoretical implications in public service campaign advertisements. There is a basic theory namely semiotics which carries the concept of visual rhetoric and its relationship with several related concepts. Each of the theories and concepts used has an important role in leading to the visual formation and delivery of visual rhetorical meaning to the audience. In this study, theories and concepts are compiled and explained by using public

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... ce announcement (PSA) as a case study. As a result of this study, it can be seen that visual rhetoric is explored through the campaign advertisements and becomes the basis of visual communication. Ability in critical thinking becomes an important requirement in exploring and looking at the connections between visual rhetoric in the advertising campaigns of this study. This study can improve high-level thinking skills and also help audience know the need for visual rhetoric in public awareness campaigns. 767 communication = convey information) and it also needs to be given attention from the point of view of the study of design. Burdek (2005) , "The [design] discipline's constant crisis of meaning is, in fact, an expression of its increased need for theory and reflection". While the researcher, Lindlof (1998) also said, an interesting basis in communication is the question of rhetoric, construction of meaning (semiotics) in the social context, "The fundamental interest of communication is rhetorical inquiries, the social construction of meaning and semiotics". All these statements lead to the importance of visual communication and rhetoric -semiotics that give meaning also in social contexts. Matters relating to rhetoric and semiotics, are to cover all verbal and non -verbal communication. This is because images are the basic communication elements of the brain while rhetoric and semiotics are the things that bring meaning to those image elements. Thus visual communication is the relationship between images and text including verbal (Damaiso, 1999; Barry, 2002) . The science and art of visual communication require observation. This is because the image will be projected on the right brain, it 'reads' in a different way from the words, while the brain on the left is for processing. In advertising, for example, Carter & Frith in Barry, 2004 explain, much advertising is designed to exploit the gap or difference between the vulnerable right brain and the more critical left brain. Thus, the ads produced will use visual images rather than words to convey the message.