الإصدار السادس: 19 يناير 2022
من مجلة أنساق للفنون والآداب والعلوم الإنسانية

Image and imaginary in the art of advertising

Ilef TRABELSI

Abstract

Many image and advertising researchers affirm that the image has existed since the dawn of time. It seems that the image was in the middle of the attentions of the primitive man who was in search of answers for the questions which concerned the world. This can be seen in the traces left by our ancestors in the caves. Thus, the image has occupied man for a long time, thanks to this we can see the great interest of the image and also the importance of the sight in the system of understanding of the primitive man. In order to make the image a common language of the Humanity, the man has always tried to master the images as much as it represents an excellent tool of communication. Through this study on the image and the advertising image in particular, we seek answers to certain questions which turn around, mainly, of the bonds and correspondences between the advertising image and the imaginary one. Indeed, our interests relate to the forms of the imaginary one in the advertising image. Through a brief study, we examine how certain brands have revealed the imaginary through works of art or representations of an ancient myth in the advertising discourse of certain brands

Keywords

Image, imagination, advertising, art, myth

Download PDF