Le visuel publicitaire, champ de débat icono-prosodique
Image and Prosody in Visual Advertising

Summary/Abstract: Visual communication is a reliable tool to draw the attention and convey information. Advertising posters, just like written communication, are an interesting yet ‘quiet’ research topic.The posters of the campaign “Restons civils sur toute la ligne”launched by the Parisian public transport company, aimed to raise the awareness of passengers with respect incivility in a playful and surprising way. These posters rely on half human/half animal figures to emphasize a deplorable phenomenon. The use of anthropomorphism return to it source: the fable of de La Fontaine. This iconographic and prosodic study sets to see if this campaign represents a rewriting of La Fontaine’ fables or is simply an entertainment tool.

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