الصورة الإشهارية و الرؤية الإيديولوجية من التأمل الايقوني إلى النقد الفلسفي و السوسيولوجي

الملخص EN

This article aims to describe the critical role led by researchers and thinkers such as philosophers, sociologists and psychologists (Anti-Advertising Movement) who act against clandestine advertising in a context dominated by emergence postmodern activism and the new spirit of capitalism, which essentially ensures a power by the maintenance of ideological structures, and by the exercise of an advertising seduction, aiming at naturalizing the social order.

In this context, the set of readings proposing a thorough critique of the advertising image, which praises the qualities of the mythical product and uses the hedonic dimension of consumption, in addition, studies show how the consumption required by advertising has become a means of differentiation, and not of satisfaction.

Therefore, the advertising image has been considered as a true 'ideology which creates a cultural and political democracy, and which is not only limited to a technical description of the products, but also participates in the construction of value systems and the imaginary identity of narcissism and the ideology of utopia.

All this is also an anti-advertising movement that aims to identify and illustrate the ideological vision of advertising.

" La publicité, c'est le masque charmeur de l'économie de marché.

Masque charmeur parce que la publicité affiche ses plus beaux a tours pour cacher sa nature véritable : persuader que le bonheur consiste à consommer jusqu'à l'épuisement...

de la Terre.

La publicité ne dit jamais directement : « Achetez ce produit, ainsi nos actionnaires feront du profit sur votre dos.

» Non, la publicité fait miroiter le bonheur ; elle laisse entendre qu'on ne pourra l'atteindre qu'en achetant.

Bien sûr, le consommateur sait bien, au fond, que ce ne sont que de petits plaisirs temporaires que les produits peuvent lui procurer…" Claude COSSETTE, La publicité, déchet culturel.