Imagine și cultură: comunicarea vizuală persuasivă și publicitatea
Image and Culture: Persuasive Visual Communication and Advertising

Summary/Abstract: A favourite research subject of semiologists, but also of psychologists, the image is an increasingly constant presence in today's life. More and more, communication is relying on the visual. But how can one communicate using images and what makes this possible? Correlations between images (visual representations), senses and emotions set the ground to defining the ever-changing human reality. We use images to communicate and we make sure we convey the messages we want through them. Messages that enable the transformative power of images. Communication might involve persuasion, and the use of imagery is probably the most effective way to persuade. The influential power of an image results, to a large extent, from the message it conveys to the viewer, and the way the visual message is composed is adapted to the audience. All these aspects are best observed in the field of advertising, where, for the developing and transmission of the message, it is necessary to know and use some codes that have a role in the correct coding / decoding of the transmitted message.

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