Future social representations in advertising

Abstract

This article's purpose is the study of future social representations built in graphic advertising. More specically, how the way participants and contexts are shown produces the erasure in the symbolic plane of the social relations that ground the lifestyle implied by those messages. We will use the multimodal analysis developed by Kress & Van Leeuwen (2001). The outcoming representations, in order to persuade us, heavily stress the individual aspects, erasing the social inscription of any individual action.