Several of the chapters were seriously outdated, and isn't applicable to visual rhetorical studies anymore. For example, Adatto talked a lot about the media's role in election cycles pre-1988. It's interesting and provides some good historical background, but it's not too helpful in understanding anything that's happened in the 20+ years since.
This is the second edition, and it reads like Adatto just updated the first and last chapters. If you're looking for a historical perspective, you might find it useful. Some interesting stuff here, but not for studies in contemporary visual arts.
Fucking masterpiece. Not all of it's a revelation, but a large part is. Everyone who ingests media regularly should read this as a much needed breath-mint. Highly recommended not just by me, but Mr. America himself, Walter Cronkite.
The early chapters were quite focused and relevant to the idea of media manipulation of imagerty. Later chapters meandered into more general ideas - iconic films - without clearly nailing a point.