Modern advertising often resorts to cultural values when promoting a product or a service. This is the point where advertisements appear as cultural phenomena relying on images, while encouraging the urge to identify with the product or service followed by an instigated urge to consume. Here a semantic diversion is often utilized in which visual communication is forged by images imported from outside the scope of advertisement. In order for these images to result in perception, though, they need to be deciphered by cultural codes; which is the reason why images in advertisements need to be considered as constructed notions, and visual thinking skills are obligatory for culturally-informed perception. The product that is promoted via images used in advertisements, then, ends up assuming socio-cultural aspects in addition to its utility value. This study will examine in light of visual rhetoric the transfer of images via the use of artworks in print advertisements. In addition, the ways in which ideas (eidos) and forms (morphe) of artworks get semantically constructed and hence re-utilized in different ways will be analyzed. Parallelism defined by the intention (intentio) between the product advertised and the artwork being used, and the resulting covert meanings will be presented via an analytical perspective.
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