VOL. IV (XXI) 2009 - Departamentul de Filosofie si Stiinte ale ...

88 METAPHOR IN ADVERTISING
between action and interaction, presence and media-presence, existence
and TV-existence " 7 .
The image thus becomes the opportunity to talk about multiple realities,
not in terms of copying the reality, of mimesis, but especially from the
perspective of the image's ability to infer the relationships which we establish
with the give world. Furthermore, theorists regard the image today as
renouncing its quality of being a representation of something, of referencing to
something clear, in favor of a more important role; today it accompanies the
human existence, the world, bordering on confusion. If Baudrillard's theory of a
reality coefficient directly proportional to the supply of imaginary which provides
it with its specific quality is true, then we can begin to understand why the visual
and iconic are becoming means of adding transparency to the world through
metaphor. The relationship between the world and its images is not based on
mirroring but in identification as hyper-reality. "Hyper-realism is not surrealism
but a vision that targets seduction through visibility. You are offered more!" 8
Continuing the discussion on the representational nature of visual
communication, Ernst Gombrich 9 regards the contemporary world as one of
maximum accessibility and of visual signs. The social qualities and values are
transmitting through symbols and these latter ones as metaphors, function not
by altering the meaning but attributing certain additional traits. From the moment
of it production, the limitations of the photographic image are compensated by
the moment in which it is interpreted. On one hand we are dealing with the
universality of the visual message and on the other with the free individual
interpretation of it. All we can know is the way in which the interaction between
representation, the represented object and the receiver-subject produces.
The same premise underlies Roland Barthes' 10 "Rhetoric of the
image", where two levels of image analysis, simultaneously perceived by the
human eye, are presented: the denotative level, which is purely "theoretical"
for image analysis, as it is hard to conceive an image without connotations.
When referring to the "fashion system", Barthes identifies a specific language
of combinations between colors and dimensions, which provides the subject
with an additional meaning through the way in which it is presented. On the
other hand Barthes describes the symbolic level, of connotation - at which
the reading of the visual image varies according to the receiver and the
codes which he associates with the message. The latter, emerges at the
interpretation level, where the perceptive intelligence of the subject activates
according to the socio-cultural meanings. The denotative layer plays a very
important part as it represents the foundation for the connotative dimension.
7 Paul Virilio, La Vitesse deliberation, ed. Galilée, Paris 1999 p. 59
8 Jean Baudrillard, De la Seduction, ed. Galilee, Paris, 1979
9 Ernst Hans Gombrich, Art and illusion; a study in the psychology of pictorial
representation, Pantheon Books, New York, 1960 65Roland Barthes, ”Rhetorique de
l'image”, in Communications, n. 4, 1964
10 Roland Barthes, ”Rhetorique de l'image”, in Communications, n. 4, 1964