163-170

Visual technique and communication : the functioning of the advertising image

• Μέλιου, Ελένη

The aim of this article is to gain an understanding of the way persuasivecommunication works. The paper differentiates the theoretical viewpointsthat are at stake and proposes ways of dealing with images in their socialcontexts, “ in a situated praxis”, in order to communicate messages andemotions. The study of a specific TV advertising of McDonald’s gives usmeans to understand and manipulate what might otherwise remain at thelevel of vague suspicion and intuive response. We claim that this analysisof micro-aspects can contribute to our understanding of how argumentsare put together and reinforced in order to perceive and construct themeanings.

• Media and communications

• Επικοινωνία