جدلية الخفاء و التجلي في الصورة الإشهارية

Abstract EN

Advertising is a complex communicative form which has the ability to influence the recipient and reshape his consciousness, except that some of its messages are noticeably ambiguous, especially when it is difficult to determine the displayed goods.

For example in some cases, we can’t decide if the advertisement addresses the product, or the woman who dominates the image instead of the product, bearing in mind that the woman owns only her body in that commodity .

This study represents a critical reading of the productions of the British writer "liz wells" and the writer "John Berger" in the theory of photography and advertising in their relations with their social and economic contexts; here the focus was on the duality of the game : concealment and transfiguration in the image.