Arhetipul renaşterii în imaginea publicitară. Studiu de caz
Archetype of rebirth in the advertising image. Case Study

Summary/Abstract: In this article, we analyzed how the renaissance archetype, as Jung has presented it, can appear in advertising. For example, we have selected the image of an anti-aging product and we analyzed this image to see how the renaissance theme is followed at different levels in this image. We found that through a focused model, the elements of the image are structured in concentric circles, and through different levels of reading. The accent is moved from the obsession on persuasions. We found in the analyzed image a mechanism to maintain reader’s attention as a capital goal of the contemporary message in advertising.

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