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Image and Advertising

Summary/Abstract: Reference to image has been in the European civilization from time immemorial dominated by visual experience. The oldest visual images known by art historians, the cave paintings and drawings from the Palaeolithic, were means of communication preceding writing.While image as a notion and subject area referred traditionally to the visual image, today it is discussed and analysed from a much larger perspective, which takes into consideration all human senses used as means of communicating and receiving messages. Today advertising makes use of visual images to a greater extent, on account of their capability of communicating not only concrete realities but also abstract concepts, as well as their persuasive potential. When promoting certain product categories, advertising resorts to visual images in order to create other sensations, for instance olfactory or taste sensations.

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