The rhetoric of the image in campaigns against AIDS

Abstract

The semiotic theory allows us to analyze advertising images from the angle of its significance. This involves considering the image as a visual message consisting of different types of signs. The research conducted by the group μ in his Traité du signe visuel. Pour une de l’ image sémiotique (1992) demonstrated that plasticity of images (color, shape, composition, and texture) is constructed by determining the signs full significance of the visual message (186 - 252). As for iconic signs, while they contribute to the recognition of different reasons represented by the image and to mark the interpretive paths depending on the sociocultural uses data (124 - 185).