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Les publicités : narcisses télévisuels

Carmen Compte
Abstract : Because spots are accuratly structured and ruled by commercial principles, this short programs turned to magnifying mirrors of televisual writing. Thus, we find here the same reflexive effects than in today's television. Using reflexivity in a narcissistic way in the world of spots creates a relationship of complicity with the viewer .And moreover, spots set reassuring landmarks in an always changing world. They propose reference points with a double fonction : making it easier for the viewer to decode televisual language and implicating him more deeply in a situation of constructive reception.
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Carmen Compte. Les publicités : narcisses télévisuels. Champs visuels. Revue interdisciplinaire de recherches sur l'image, L'Harmattan, 1998, La télévision au miroir, pp.110-124. ⟨edutice-00000426⟩

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