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Authors
Advisor(s)
Abstract(s)
Advertising imposes ways of seeing, thinking, feeling and acting; it leads consumers to act without them
noticing; it creates an ideal social imaginary of a “perfect world” or “happy ending” for the daily
needs and problems of consumers. Advertising does this by formulating a proposal for a collective and
ideal good. Following a theoretical strategy and a critical analysis, it is an approach intended to relate
rhetoric, ideology, and literacy of advertising image, exploring the implied ways of the seen and the
unseen (i.e. what visual messages say and show). Advertising is a public and massive myth-poetic and
logo-poetic device and an increasingly multiform, omnipresent, seductive and visually persuasive. It is
important to understand the elements of (explicit or implicit) meaning and the corresponding processes
and mechanisms through which the meanings produce effects. This chapter assumes itself as a contribution
to a desideratum that may be called visual advertising literacy.
Description
Keywords
Communication Ideology Visual Literacy Visual Rhetoric
Citation
Publisher
IGI Global