Advertising discourse and mediation: from conception to reception

Abstract

Nowadays, we are really witnessing an all-embracing decompartementalisation dynamic at once geographical, sectorial and cultural which has brought about mutations at all levels : political, economic and ecological. These changes are likely to have the marketing officials confounded and confused as to which most efficient strategy to adopt. Indeed, there is a dilemma regarding the selection of the lines of force of an advertising compaign as many thought-provoking questions arise such as : how could advertising play an intervening part facing these mutations while placing Man at the heart of communication ?The expression of the advertising message obeys a delimited framework: that of the poster format or the spot frame. Paradoxically, however, it is this spatial framework itself, which is relatively restricted, that makes the poster or advertisement a place of escape rather than confinement. Indeed, like the screen frame of the cinema, it favours the journey outside the space-time confines since it is centrifugal and not closed. The reader's gaze starts from the centre and continues its journey, mentally, through the cultural meanderings without coming up against a (physical) frame that blocks its way.

Keywords

• advertising conception
• mutations
• mediation
• object
• subject