Abstract

ACEVEDO, María José. The enigmatic feature of advertisement icons. Subj. procesos cogn. [online]. 2014, vol.18, n.2, pp.17-32. ISSN 1852-7310.

The present study aims at researching in which way the technical process by which an advertisement icon is created seeks to mobilize psychological mechanisms impelling adherence to products of material or cultural value in certain social groups. The analyses of Freudian developments as well as developments of authors in clinical psychopathological practice regarding unconscious connotations attributed to the mentioned icons are also of interest. With this focus in mind, an example of a particular icon frequently used in visual ads directed at the educational field is provided.

Keywords : Iconography; Iconology; Social imaginary; Myth; Knowledge; Primal fantasies.

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