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Intercom: Revista Brasileira de Ciências da Comunicação

Print version ISSN 1809-5844On-line version ISSN 1980-3508


SABINO, Juliana L. M. F.; DAVID-SILVA, Giani  and  PADUA, Flávio L. Cardeal. The potential of television image in the audiovisual culture society. Intercom, Rev. Bras. Ciênc. Comun. [online]. 2016, vol.39, n.2, pp.65-80. ISSN 1809-5844.

Audiovisual culture is increasingly gaining ground, and technological advances contribute dramatically to its development and its scope. Thus, this study is thematic on audiovisual culture and aimed to discuss the importance of the images on television. To do so, it was selected a television advertising example observed in 2006, which could inspire a critical reflection on the importance of hybrid languages on television, illustrating the interference of these in the production of meaning in the message of the television. As a methodological theoretical framework, we will use the image of concepts and hybrid languages from Lucia Santaella. From now, the proposed advertising analysis concluded that it consists of more icons than verbal elements, and that is part of a dialogical conception, constituting therefore a creative process of producing meaning.

Keywords : Television; Audiovisual; Hybrid languages; Advertising; Language.

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