Visual denial: the representation of not to be in advertising

Abstract

This study assumes that advertising makes use of different communication strategies aimed to draw public attention to the attributes or benefits of products or services. In one of these strategies, that is of interest to this work, the ad makes use of images that show a disadvantage or negative consequences of not using the service or product advertised. In order to perform the analyzes, Charles S. Peirce’s semiotic theory was used.