THE DREAM AND THE ADVERTISING IMAGINARY

Posted On Dec 11 2017 by

Dream, as a theme, occupies an important place in the advertising imaginary. Advertising creates and sells dreams, which are controlled by the will and the principles of the consumer society (Rigolt, 2013). According to Michèle Jouve, advertising borrows from dreams their patterns and ingredients, having, as background, the dream in the waking state (the promised ideal of advertisements) and, as a form, the dream while sleeping (Jouve, 2000:248). In advertising, a dream creates symbols, one of the objects invested with the greatest number of signs being the perfume. The main persuasive vector of perfume advertisements is the image, which allows …


A LEADER’S IMAGE AND REPRESENTATION IN THE ROMANIAN PUBLIC SPACE

Posted On Nov 11 2015 by

Starting from the social representation theories, our paper proposes to identify some typologies of the leader in the current Romanian public space. The aim of this paper is to associate these typologies with the way citizens perceive and appreciate their leaders. According to Abric “representation is a guide for action, orienting facts and social relations, a pre-codified system of reality as it determines a set of anticipations and expectations” (Abric, 1994: 13). Viewed as forms of symbolization and interpretation, expression and construction, the social representations attributed to the leaders recompose and redefine the social reality determining changes at the level …


THE DEGENERATION OF THE HUMAN BODY – IMAGES OF HUNGER IN CHARLOTTE BRONTË’S JANE EYRE

Posted On Nov 11 2015 by

Our paper attempts to draw the connection between representations of hunger in Charlotte Brontë’s novel Jane Eyre and the reality of Victorian times regarding the differentiated consumption of food by members belonging to different social classes. Hunger will be approached as embodying the idea of threat, in relation to all the Victorian social classes. The deeper analysis will try to identify the functions of images of hunger in Victorian fiction, respectively social criticism and realism. Our analysis will rely on textual support provided by Charlotte Brontë’s novel Jane Eyre.


(Română) DE LA RELATION IMAGE/PENSÉE À L’IDENTITÉ DE LA PENSÉE VISUELLE

Posted On Nov 11 2015 by

Antonin Artaud, with his Theatre of Cruelty, proposes a return to the origin of man and culture where it is clear the relationship between life and art. The art and life should not be separated because they form a unit. Artaud explains this unit through the total image of the hieroglyph man: a body that is not longer a human body defined by their physiological functions, but a body ready to become a sign, to become a communicative body at all. The theatre is the place where the hieroglyph man can become a sign and contaminate the public. The spectator is touched …


(Română) REPRÉSENTATIONS TEXTUELLES DE L’HERMAPHRODITE

Posted On Nov 11 2015 by

The aim of this article is to make visible the challenge that intersexuality poses to representation. We will analyze the memoirs of Herculine Barbin who was an intersex person living in Paris in the 19th century. We will put it into the context of the history of monstrosity, pathology and normality whose development marked the 18th and 19th centuries. In addition, we will discuss the representation of the ambiguous body in the planches of Diderot and d’Alembert’s Encyclopedia and photographs of Felix Nadar. The relationships between the images (drawings and photographs) and their descriptions together compose a kind of medical …


(Română) LA PUISSANCE DE L’IMAGE DANS LA CULTURE POSTMODERNE

Posted On Nov 10 2015 by

The image has become an indispensable concept for the disciplines studying the defining manifestations and features of postmodern culture. The image plays a crucial role in the process of knowledge and the mental life of humankind, and also in the universe created by man, from fine arts to television and computers. The increasing power of images should be related to the transition of modern written culture to a civilization of the image” where the audiovisual, cultural industries and the whole complex called media culture prevail. The main topics that we have covered in this study refer to the cognitive valences …


(Română) DE LA MULTIPLICATION DES IMAGES ET DES MEDIAS

Posted On Nov 10 2015 by

Much research has been done to explain in all ways possible our relationships with images. But what if the explanations that have been suggested so far were false or incomplete? Could it be possible that our relation to images not be linked to their content? Could it be possible that their abundant presence be in direct association with the structure of our subconscious? We will answer, among other things, to the paradox of the universalization of media, which are spreading throughout countries of different cultures. Indeed, the causes of the multiplication of images should be contextualized first. By relying on …


(Română) LES IMAGES PRODUITES PAR LES ARCHITECTES LORS DE LA CONCEPTION : QUELLE PLACE LAISSÉE À L’IMAGINAIRE ?

Posted On Nov 10 2015 by

During the design process, architects produce images to shape buildings projects and communicate. We question the space of the imagination in representations produced by two international architects depending on the tools used. We will see what are the consequences to interpret them. The comparison of two practices is interesting because different meanings are given to images. While Peter Zumthor uses charcoal to create “the desire of the real presence” leaving the viewer “infiltrate [his] imagination” (Zumthor 2008: 18), Jean Nouvel uses digital tools whose the objective is the “total hyperrealism” (Siret, Baly, Monin, 2004: 129) that means produce representations of …


(Română) PORTRAIT DE L’ECRIVAIN DE SCIENCE-FICTION EN CONTEUR

Posted On Jul 18 2014 by

Sorry, this entry is only available in Romanian.


VISUAL IDENTITY IN ADVERTISING

Posted On Jul 27 2012 by

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 …


IMAGE BEFORE HISTORY: A COMMUNICATIONAL APPROACH

Posted On Jul 27 2012 by

Communication and image are phenomena conditioned by society and culture and they define the human being. Apart from the space of interaction and interpretation, image and communication could not exist. The latter provides the spread of images, while the first gives sense to communication. This paper aims to investigate the pre-logical elements of image, by analyzing the ancestral structures – archetypes – and their way of expressing human feelings – myths and symbols – in order to reach the historical forms of image and to reveal the key role that communication plays in the way that images are constructed. I …


REFLECTIONS ON SOME REPRESENTATIONS OF LOVE IN POSTMODERN CAROUSEL-TIME

Posted On Jul 27 2012 by

Starting with the observation that the symbolic change in postmodern spirituality seems to be from the world of Logos to the world of Imago, my article aims to emphasize some representations of love in contemporary interpersonal relations, as they appear in Julia Kristeva’s post-Freudian psychoanalysis, in the same spirit of other philosophical views which I find relevant for the topic. The main question raised by different approaches, as I believe, is whether our civilization faces new pathologies, or just the manners of understanding them are new? This question will be analyzed in order to try to offer some interpretations and …


SPEECH ACTS IN THE BUSINESS COMMUNICATION

Posted On Oct 19 2011 by

We will approach the topic of the business communication by establishing its characteristics within the larger context of the human communication. During the modern and especially postmodern periods, we assist to a form of neo-humanism based on the impersonality of the great urban communities in the world metropolis.          The economic units are seen today through the perspective of their reports with the social area, the modern image of a company is that it is mainly formed of human resources and then of technical and logistical endowments. Nowadays, great efforts are made to build the identity of a company (brand, …


L’IDENTITÉ EN QUESTION

Posted On Oct 18 2011 by

Nichita Stănescu est un poète roumain (XXe siècle) d’une originalité agressive, impressionnant par la force des images poétiques et par la spontanéité langagière, issue de l’abandon voulu des Mots. Pour lui, la poésie est une composante fondamentale de l’existence, une sorte de magie qui se trouve en chaque homme, capable de l’arracher au néant, au chaos, et de lui révéler la vérité. Le poète devient de la sorte un maïeute, une accoucheuse d’âmes.


LA RESPONSABILITÉ SOCIALE DES ENTREPRISES: CONCEPT ET PRATIQUES

Posted On Oct 18 2011 by

La responsabilité sociale des entreprises représente le fondement de la vie sociale, un concept fréquemment utilisé de nos jours. Vue comme une stratégie de marketing, la responsabilité sociale est considérée par la plupart des spécialistes une opportunité spécialement créée, pour renforcer ou améliorer la réputation d’une organisation. Nous examinerons quels sont les principaux bénéfices de la responsabilité sociale des entreprises et, en même temps, les risques de cette activité. Notre démarche vise une analyse de ce concept et de ses directions d’action, les liaisons entre la responsabilité sociale et l’image de l’organisation, les conséquences des bonnes ou mauvaises pratiques sur …


LE LANGAGE DE L’IMAGE DANS L’AUTOBIOGRAPHIE LEIRISIENNE

Posted On Oct 18 2011 by

Notre propos est d’analyser la manière dont l’autobiographe Michel Leiris, grand amateur d’art, entend valoriser le visuel dans ses écrits personnels. S’employant maintes fois à mettre en évidence les similitudes et les différences entre l’image et le mot, l’écrivain trouve dans la peinture cubiste une source d’inspiration, une esthétique nouvelle fondée sur le goût du concret, sur la fragmentation du réel et sur la recherche du mystère dans les détails insignifiants du quotidien. Leiris se laisse séduire par la coexistence de l’écrit et du pictural, présente dans les livres modèles, comme Le Nouveau Larousse Illustré – véritable speculum encyclopédique qui …


L’ETHOS DANS LE DISCOURS PUBLICITAIRE

Posted On Oct 18 2011 by

S’inscrivant dans les champs d’application de la rhétorique classique, le discours publicitaire moderne trouve sa place dans une longue tradition qui remonte à l’Antiquité. La rhétorique classique prouve sa pérennité dans le discours publicitaire comme méthode d’exploitation des besoins et des désirs des membres de la société de consommation. L’analyse du discours publicitaire de la perspective de la rhétorique classique démontre la présence de l’ethos, du pathos, d’une argumentation succinte et très innovatrice. L’ethos publicitaire représente l’image de l’émetteur, qui s’efface au profit du produit. L’ethos n’est donc pas attribué à l’émetteur, à l’orateur réel (l’agence), mais au produit vanté, …