Intersubjective Communication and Advertising
Intersubjective Communication and Advertising

Summary/Abstract: The recent studies reveal the importance of creativity in intersubjective communication in general, and in applied commmunication, in particular. The analysis of the factors that influence people's behaviour while buying/consuming by means of advertising represents a vast field, where the psychological factors get the upperhand; thus, perception - rational, emotional or subliminal - is shaped by our individual history, by the affiliation to one culture or another, less by the nature of the real stimulus and more by the context, by the past sensorial experiences, by the daily stereotypes, desires and projections. Through its global discourse, advertising abolishes all frontiers and establishes the connections between the image of the product and its meanings in the consumers' social-cultural context; it offers positive or negative models and shares the feeling of affiliation to a certain group and of social success.

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