Abstract

It is highly important to take into consideration the unitary construction of any creative advertising, where the image completes the text, because, otherwise, the global meaning of the message would be affected. The coherence of the image is conferred by the visual identity and by the brand image, and the understanding of its meaning depends on the identification of different types of messages that contribute to the transcoding of the visual perceptions in verbal language. The image, as well as the language, is considered to perform/have the seven functions identified by Roman Jakobson and ultimately it can induce, through a series of effects to which appeal is made intentionally, a perceptual shock.