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1 13O09TIKH TEXNIKH KAI E09IKOIN03NIA: H EITOYP 紵A TH6ｾ4 04IA02HMI6ｾ4TIKH6ｾ4 EIKONA6ｾ4 E03 閨0709 M 閨 ｸ7 6ﾑ ｷ3096ｧ8 H apple 03086ｦ 閨0209 閨 ｷ30ｹ0 0402fi fi ｸ ｦ ｸ ｧ9 0ｹ ｹ ｧ ｹ ｸ ｧ ｹ fi07 0ｹ ｧ ｹ0 apple ｦ00ｹ0. ﾇ 閨03000ｸ ｹ ｧ ｹ0 閨 apple 閨 apple09096ｧ8 閨00apple07000ｸ704090ｹ apple fi030ｷ ｸ apple apple ｧ904000ｷ ｧ ｹ0 0ｷ30ｹ0 apple apple ｧ ｧ , 09 apple 03086ｦ 閨0209 apple ｧ9 閨 ｧ apple 閨 ｹ ｸ7 03 閨 ｹ0 00 閨04 applefi ｧ apple0607, 0ｸ ｹ0 閨 apple080ｸ ｧ9ｨB ｧ ｹ0 0000apple ｧ9 0ｹ ｹ0 apple fi ｹ01, apple 閨 ｷ ｷ3 6ｧ9020ｷ307. 6ｾ402fi04080ｹ ｹ ｧ ｹ0 006ｧ ｧ ｧ fi0ｹ0 apple03080ｸ8fi ｹ0, ｹ0 06 陦 0ｹ0 6ｧ ｹ0 040ｸ700apple ｹ0. ﾞ0ｸ702fi 096ｧ apple ｸ7 apple03080ｸ8fi ｹ 閨 ｷ30ｹ0 0402fi ｸ ｸ7. ﾒ ｸ707 鐶pple ｨBfi apple03080ｸ8fi07 096ｧ , ｧ ｹ ｧ9 0ｹ0, 00 閨04 applefi fi07, 00apple06030ｸ fi ｸ7 閨 閨07 07fi fi fi fi, fi03 ｨB fi0906, 00 閨04 applefi ｸ7070ｸ7applefi ｹ0 02 閨 ｹ ｹ0 00apple ｷ3076ｧ9 0ｹ apple03080ｸ8fi07 apple ｧ fi ｧ 閨 apple03fi ｹ0 applefi03 0ｸ704090ｹ ﾒ apple080ｸ7 03 閨02080ｸ ｧ apple060ｹ ｸ707ｨB fi0900, apple0806 閨0ｹ0 006ｧ ｧ9000ｹ0 apple080ｸ7 07 6ｦ applefi fi apple060ｹ0 0ｸ702 閨0ｹ ｦ ｸ7 apple03080ｸ8fi ｹ0. 05 apple030804apple 036ｧ804080ｸ ｸ70000 閨 ｷ fi apple03 6ｧ ｹ0 apple080ｸ ｸ ｸ ｧ apple 閨 apple086ｧ ｸ7 apple ｧ ｹ ｹ ｹ ｹ0 00apple ｷ3076ｧ9 0ｹ apple03 6ｧ ｹ0 00apple ｹ0 00apple 閨07090ｹ ｷ ｧ80ｹ ｹ0. ﾇ ｸ ｧ ｹ ｧ ｹ ｧ fi fi07 07 apple ｸ7apple0602 閨0ｹ 閨0ｹ ｹ ｸ ｹ0 閨 閨 fiapple ｷ ｸ7 apple03080ｸ8fi ｹ ｸ7. 1. Watzlawick P., Une logique de la communication, Seuil, Paris Berger P. & Luckmann T., ﾇ ｷ ｧ ｸ76ｧ ｹ0 apple fi ｹ0, ﾒ ｹ0 ﾞ ｧ9080ｸ7, ｧ804080ｹ0, 209 閨 , ﾞ036ｧ807, 2003.

2 13164 E03 閨0709 M 閨 ｸ ｷ 閨0ｹ ｧ ｹ0 6ｾ ｧ fi ｸ fi 03fi ｷ ｸ ｷ ｧ ｸ70ｹ apple ﾇ , ｸ ｧ9, 08 08fi6 5080ｹ0, ｸ fi0ｹ0, apple ｦ 閨 ｧ ｧ apple080ｸ7 apple ｧ ｸ7 apple03080ｸ8fi ｹ0. 6ｾ40ｸ70700apple060ｹ0, apple 03080ｸ ｨB ｷ30ｹ0 apple0802 閨 ｧ ｸ ｧ8 00apple6ｧ apple080ｸ7 apple0308 閨 applefi 02060ｹ fi07000ｹ0 6ｧ8 applefi ｧ 閨0ｹ0 006ｧ ｧ ｹ0 030ｷ ｷ307 6ｧ ｸ apple080ｸ7 apple ｸ ｸ70007fi ｾ46ｦ000080ｷ apple 03 apple07070ｷ 陦 0007fi0ｹ0 090ｸ ｦ ｹ0 apple ｧ ｧ8 6ｧ ｸ ｧ ｸ ｧ9 0ｹ ｧ ｸ ｨBfi ｸ7 apple03080ｸ8fi ｹ0. ﾇ apple 閨 ｸ7026ｧ8 030ｸ7006ｧ9ｨB ｸ703096ｧ ｸ ｦ 閨03080ｸ7 00apple ｷ3076ｧ9 0ｹ0 apple0800apple086ｦ0- 閨 fi ｧ ｧ ｧ ｧ9, 09 08apple086ｧ ｧ ｹ0 00apple ｷ ｧ80ｹ ｧ9 0ｹ0. 6ｾ400 0ｸ7026ｧ apple00036ｧ9apple020ｷ30409, fiapple0ｷ30ｹ ｧ ｧ800 1, fi07 6ｧ ｧ apple ｧ9 040ｸ709026ｧ , 09 08apple086ｧ ｹ0 096ｧ ｧ ｹ ｸ7 apple03080ｸ8fi ｹ0. 05 陦 090ｸ ｦ ｹ0 6ﾑ80ｸ ｧ9 ﾞ ﾞ06026ｧ9 ﾞ06026ｧ applefi0ｹ0 04 閨 ｹ applefi0ｹ0 04 閨 ｹ0 6ｾ4046ｧ ﾒ fi 04046ｧ ｧ9 0ｹ0- apple 閨 ｹ 閨 閨0308 apple0800applefi0ｹ0- 閨 ｹ 閨 ｸ7 03 閨 ｹ0 00 0ｹ0 08 6ｧ ｸ7apple0003- apple03080ｸ ｸ ｧ8. 6ﾑ86ｧ apple 閨0ｹ0 fi ｧ ｧ fi ｹ0 00apple 閨0ｹ0 fi ｹ ｸ ｦ ｹ0, fi ｸ7applefi ｧ apple080ｸ7 006ｧ apple ｸ702fi. 09apple ｦ00000 閨 ｦ ｷ ｦ00000 apple060ｹ ｸ709026ｧ ｹ ｧ ; 縺06 026ｧ 閨01080ｸ apple ｧ ｹ0 040ｸ709026ｧ ｹ fi apple ｧ ｹ ｹ0 6ｧ ｹ0 00apple06030ｸ7006ｧ9 0ｹ0; ﾇ apple 03 apple07070ｷ ｧ ｧ ｧ80ｹ ｸ ｧ apple 07026ｧ ｹ0 apple080ｸ ｹ ｧ804080ｸ ｧ804080ｸ ｧ ｸ703096ｧ ｹ ｧ80ｹ0 apple ｦ00ｹ0. ﾇ ｧ8 0ｸ7026ｧ8 apple 閨 ｧ apple08030ｸ ｧ ｹ0 00apple ｷ3076ｧ9 0ｹ ｹ 閨0ｹ ｹ ｸ ｦ0 apple fi ｸ ｧ ｹ 閨 ｧ ｸ7applefi apple03 6ｧ fiapple ｧ apple ｷ ｧ ｧ9. 3. ﾆ 閨 , E ｷ3096ｧ ｸ ｧ9080ｸ ｸ7 Maletzke G., 05000ｷ3036ｧ9000ｹ0 09 ｨB06026ｧ80ｹ0 6ﾑ8apple ｷ3076ｧ9 0ｹ0, apple ｨB6ｧ80409, ﾞ036ｧ807,1991.

3 13O09TIKH TEXNH KAI E09IKOIN03NIA: H EITOYP 紵A TH6ｾ4 04IA02HMI6ｾ4TIKH6ｾ4 EIKONA6ｾ4 165 ﾇ ｷ ｧ ｸ76ｧ ｹ fi07 0ｹ0 縺 ｧ804080ｸ ｦ ｸ76ｧ ｸ ｧ ｹ 閨0209 0ｸ7026ｧ8 0ｸ ｦ ｧ ｧ8 apple 閨 ｹ0 00apple ｷ3076ｧ9 0ｹ0, ｨBfi ｹ 閨0ｹ ｹ ｧ9 0ｹ ｹ ｷ3036ｧ9 0ｹ ｸ ｸ ｦ ｸ 閨07, ｷ3apple ｧ ｸ ｧ ｸ ｦ ｸ70ｹ ｧ ｹ0, ｧ ｹ ｧ ｹ0 006ｧ apple03080ｸ8fi ｷ ｧ80ｹ ｸ76ｧ80ｹ apple apple fi apple0ｷ30ｹ ｸ7apple ｧ9ｨB ﾞ ｹ apple fi ｸ ｧ9 0ｷ30ｹ ｹ ｹ0 apple080ｸ7 apple ｸ7086ｧ apple ｧ9 applefi 02060ｹ ｧ ｹ ﾒ208 07fi ｹ ｧ ｹ 閨 apple03 6ｧ ｸ7 040ｸ707fi03080ｸ7 020ｷ fiapple0ｷ307 00apple ｷ3076ｧ9 0ｹ0, apple086ｧ ｧ9ｨB apple ｹ ｹ ｧ907 06, ｧ8, 閨 ｧ , 閨07 apple03080ｸ8fi ｹ apple ｹ0 apple ｧ ｹ 閨 閨 ｧ , fi 閨07 040ｸ 閨 ｷ fi apple fi apple03 6ｧ ﾑ86ｧ apple0802 閨 fi030ｷ ｷ307, apple080ｸ ｦ apple ｷ ｧ8 apple ｸ 閨 apple086ｧ ｾ402fi04080ｹ ｹ ｧ ｹ0 006ｧ ｦ ｸ ｧ apple fi ｧ ﾇ fi07 07 apple ｹ ｷ 閨0ｹ apple 閨0ｹ 閨0ｹ ｸ7 apple ｦ0 apple080ｸ7 apple000ｸ7036ｦ , apple08020ｸ7apple ｹ ｸ702fi fiapple ｸ7apple06026ｧ ｸ70700apple060ｹ ｷ3036ｧ , apple080ｸ7 閨 fi fi apple086ｧ908 apple000ｸ7036ｦ ﾌ ｹ ｹ ｧ80ｹ ｸ7026ｧ907 0ｹ0, 閨0ｹ ｸ702086ｦ00ｹ0 apple080ｸ ｨB ｸ70ｹ0 6ｧ ｸ70ｹ0 apple ｦ00ｹ fi07000ｹ ｧ9000ｹ0, apple ｦ 閨04 applefi ｧ ｹ fi07 0ｹ0 apple ｧ ｹ0 閨 fi 07fi ｸ ｨBfi ｸ7 apple03080ｸ8fi ｹ0. ﾒ ｸ707 鐶pple0006, ｧ apple0802 閨 ｹ ｧ ｹ0 (040ｸ ｧ ) apple0802 閨 ｸ7 0203fiapple080ｸ7 apple080ｸ ｧ fi ｸ70ｹ ｷ ｦ00ｹ fi07000ｹ ｧ9000ｹ ｸ7 apple ｦ0 apple080ｸ7 apple000ｸ7036ｦ fi fi ｦ ｧ9000ｹ fi07000ｹ apple ｦ00ｹ0, apple 閨 ｸ709026ｧ 縺06 ｯ 0ｸ702086ｦ00ｹ ｸ70ｹ fi07000ｹ ｧ9000ｹ ｦ ｸ Barthes ｦ ｹ ｧ Panzani. ﾌ fi07000ｹ ｹ fi ｹ ｹ ｹ ｦ applefi apple086ｧ fi0ｹ ｦ0 apple080ｸ7 apple ｧ apple03080ｸ8fi ｹ0 03 0ｸ8026ｧ80ｹ ｹ0, ｹ0, ｦ0 06, fi Schultz A., Le chercheur et le quotidien, Meridiens-Klincksieck, Paris ﾞ ｹ0 04., ﾇ ｧ fi07, ﾞ0609fi ｷ30ｹ0, ﾞ036ｧ , Dewey J., Logique. La thｨｦorie de l ｯenquｨｺte, Presses Universitaires de France, Paris 1993,

4 13166 E03 閨0709 M 閨 ｸ7 Panzani apple ｨB0707 Panzani, apple03080ｸ8fi apple086ｧ9 020ｸ703086ｦ applefi ｷ ﾇ ｧ9 apple080ｸ7 鐶pple apple03080ｸ8fi0702 Panzani 6ｧ ｸ 閨 ｹ ｷ 閨0ｹ0 0ｸ702 閨0ｹ0 016ｧ9000ｹ07. 縺6ｧ applefi 閨0ｹ0 fi apple apple apple ｧ ｧ ｧ apple026ｧ8 00fi 閨 apple03 6ｧ ｸ76ｧ80ｹ ｹ0. ﾇ ｧ apple ｧ 閨 fiapple ｧ , 02 08apple086ｧ9 006ｧ 閨03080ｹ ｸ7 08apple ｦ0 apple ｦ0 00 0ｹ , 03000ｷ303086ｦ apple ｷ ｧ ｧ ｧ9 00apple 03 apple086ｧ ｹ003, 0ｸ7apple08040ｸ707006ｧ , apple080ｸ ｧ ｹ ｹ ｧ80ｹ ｸ7026ｧ907 0ｹ apple ｧ fi ｹ 閨 ｹ0 00 0ｹ ｧ apple 03 apple07070ｷ ｷ fi apple03 6ｧ apple ｧ804080ｸ ｦ ｸ apple ｧ ｧ ｷ307 McDonalds-Mc 6ｾ ｧ ｸ ｸ ｸ707 6ｧ ｧ8 046ｦ , apple ｧ8, apple080ｸ7 6ｧ ｧ ｧ ｸ ｦ ｸ703096ｧ9 0ｹ ｹ ｧ ｹ0. ﾇ ｧ ｸ7026ｧ8 apple ｧ ｧ8 apple ｧ8, 08086ｦ0 applefi 02060ｹ fi07000ｹ0 07 6ｦ ｷ ｧ fi07000ｹ apple 閨0ｹ0 016ｧ9000ｹ0, apple080ｸ7 00fi ｹ ｹ ｸ ｹ0 00apple 鐶pple ｷ3036ｧ904080ｸ ｸ 閨07, ｷ3036ｧ9ｨB080ｸ ｧ ｹ ｸ707 閨 apple ﾇ ｸ apple , 09030ｷ ｧ ｹ fi07 0ｹ0 00 0ｹ0 00apple 鐶pple ｧ804080ｸ ｸ fi 07fi ｷ apple apple080ｸ7 07 apple 036ｧ fi ｹ0 00apple 鐶pple ｦ 閨 ｧ 閨04 applefi 02060ｹ fi07000ｹ apple0ｷ30ｹ0 0ｸ702fi apple080ｸ7 03 閨 ｧ apple02fi ｦ ﾒ208 00apple03 6ｧ ｸ704090ｹ ｹ ｧ ｹ0 09apple ｦ ｧ907080ｸ apple apple080ｸ ｧ9- ｨB080ｸ apple03 6ｧ ｸ704090ｹ fi ｹ ｹ ｧ9 0ｹ ｸ ｦ ｧ ｹ0. 9 6ﾒ apple086ｧ ｨBfi ｸ ｧ9ｨB ｷ30ｹ ｧ80ｹ0: ｨC ﾌ ｸ7apple ｸ ｧ fi07000ｹ0 apple080ｸ ｨBfi ｾ400 apple ｹ ｹ ｸ7026ｧ907 0ｹ0 00 0ｹ0 apple 03 apple 閨00apple ｧ fi07 ; 7. Barthes R., Rhｨｦtorique de l ｯimage, Communication., novembre Bruner J., ｹ ｧ ｹ0, fi02080ｸ7- 縺 ｹ0 ﾒ ｧ903090ｹ0 6ﾑ803036ｧ 縺 , ﾞ036ｧ Mucchielli ﾞ., L ｯart d ｯinfluencer, Armand Colin, Paris 2000.

5 13O09TIKH TEXNH KAI E09IKOIN03NIA: H EITOYP 紵A TH6ｾ4 04IA02HMI6ｾ4TIKH6ｾ4 EIKONA6ｾ ｧ ｹ apple apple ｷ ｧ9 ( ｹ0, 03fi09080ｹ0, ｧ ) 閨 ｸ702 閨0ｹ0; ｨC ﾌ06 apple 閨 ｹ 陦06 020ｷ307 apple030ｷ ｷ ﾒ206 apple ｧ ｸ70ｹ0 apple030ｷ ｷ 閨0ｹ ｹ ｧ ｹ0; ｧ fi ｸ70ｹ applefi0ｹ ｸ70ｹ ｸ 閨 ｧ8; 09060ｹ0 0ｸ702fi ｧ ; ｨC ﾌ ｹ0 020ｷ307 apple030ｷ ｷ ｸ703096ｧ 閨04000ｷ ｹ ｧ apple ｧ ｧ8; ｧ fi ｹ ｹ0; 09060ｹ ｸ707ｨB ｸ7026ｧ ; 6ﾒ ｧ9 080ｸ70ｹ 閨 ｸ ｧ apple03080ｸ8fi ; ｨC ﾌ 02fiapple080ｹ fi07080ｹ ｹ fiapple080ｹ fi07080ｹ fi ｹ apple ｦ applefi fi ｸ ｸ ｸ76ｧ ｸ ｧ ｹ0; 6ﾒ2 apple 03 apple07070ｷ ｹ ｹ0 006ｧ apple 03fi ｸ7-02fi ﾇ fi ｧ ｸ70ｹ0, 00apple 鐶pple ｧ8-0402fi0408, ｷ3036ｧ ｧ ｷ30ｹ0 020ｸ7apple06026ｧ ｸ 閨0709, ｸ70700apple060ｹ ｸ ｧ9. ﾞ ｸ ｹ ｧ ｹ0 020ｷ307 McDonalds-Mc 6ｾ ｧ8 6ﾒ apple020602fi 0ｸ702fi 04apple0802 閨 fi ｦ ｦ ｷ307 McDonalds Mcmix ﾑ apple00036ｧ ｹ0 6ｾ ｧ80ｹ0. 縺 fi0908 0ｸ702fi ｧ 閨 ｧ fi ｸ ｦ apple ﾒ208 04apple ｷ3036ｧ9ｨB ｸ fi ｹ0 ( ｹ0). ﾇ ｧ apple ｧ80ｹ0. ﾇ apple apple03fi00 0ｸ ｦ 閨 ｷ30009, 000ｸ ｦ ｸ 閨07, ｧ 閨07 apple fi apple ｧ ｹ apple ｸ ｧ fi ｹ fi07 0ｹ0, ｸ70000 閨0708 applefi 閨07 apple 07fi apple086ｧ fi ｧ c 6ｾ ｧ803. 6ﾒ208 apple fi 0ｸ702fi apple ｧ ｧ apple03 鐶pple0006 0ｹ apple036ｧ803080ｹ apple0ｷ ｸ7036ｦ apple03080ｹ ｧ9ｨB080702, fiapple080ｸ ｧ apple00036ｧ fi080ｷ ｸ700 閨 apple ｦ ｦ007 閨 ｸ ｸ70ｹ , 030ｸ700 閨07, apple ｦ ｧ8 0007ｨB, 030ｸ7006ｧ9ｨB ｹ 閨0ｹ ｦ003000ｹ0. ﾌ 6ｧ ｹ0 applefi , 陦 08080ｹ ｸ70ｹ0, ｹ ｨB 閨 ｧ9 06, fi ｧ804000ｷ ｸ ｦ0apple0ｷ30409 fi0206 apple03fi ｸ70902 閨 ｷ30409 apple apple080ｸ ｦ apple ｦ ﾇ ｧ ｸ70ｹ ｦ00ｹ fi07000ｹ ｸ ｦ0, 02090ｹ0 apple6ｧ ｹ0, 02090ｹ 閨 ｹ ｹ ｸ701090ｹ0. ﾌ 6ｧ ｹ0 applefi apple fi ｹ0 080ｸ703 07fi0ｹ0, fi 02090ｹ0 0ｸ7096ｧ80ｹ0, ｦ0080ｸ707 0ｸ7026ｧ ｧ ｾ ｸ7086ｧ ｸ ｧ9080ｸ7 03fi08080ｸ7, ｧ90700-

6 13168 E03 閨0709 M 閨 ｸ 閨 fi 020ｷ307 McDonalds, apple080ｸ7 00apple 閨 閨 ｸ7 (02fi ｧ ) ｸ7036ｧ ｧ8 03 閨 ｸ ｹ ｦ ｸ7apple ｧ8, 閨 ｹ ｸ 閨07000ｹ fi ｸ ｧ9080ｸ7. ﾇ ｦ0apple ｷ ｧ90ｷ ｹ0 086ｧ ｦ 閨0ｹ0 076ｦ ｹ ｹ apple03 鐶pple0006 0ｹ ｹ0 060ｷ30706fi ｹ0. 6ﾒ208 04apple ｧ 閨 fiapple fi ｧ9 0608, apple ｹ0 applefi 閨07 apple fi 0400 閨 fi apple03 07, apple080ｸ apple ｧ ｸ ｧ8. ﾞapple ｧ9ｨB , 閨020406, 閨 ｸ702fi 046ｦ apple086ｧ 閨08 09cMix fi ｧ ｦ0apple fi fi ｷ3076ｧ8 off 00 0ｹ0 apple ｦ ﾞ0ｸ7026ｧ c 6ｾ ｧ 閨08 McMix03. ﾞapplefi ｧ90208 apple ｦ ｹ0 apple ｹ0 apple apple ｸ ｸ ｦ ｹ0 09cMix, apple086ｧ908 apple ｧ fi0708 applefi ﾇ 080ｷ3076ｧ8 off 040ｸ ｧ9ｨB ｭ 閨0ｹ ｧ9 000ｹ0, Spring Rolls Veggie Mac Nuggets apple ｧ9 6ｧ ｧ ｸ70300fi apple ｸ ｹ fi07000ｹ fi 閨07 apple fi apple ｧ ｷ ｧ804000ｷ307. 6ﾒ apple ｦ ｧ9ｨB080ｸ apple0806fi ｷ ｸ , ｦ ｧ9ｨB080ｸ fi0ｹ0 fi0206 apple03fi 閨 fi 09006ｦ000. 6ｾ ｸ7-02 6ｧ9 apple apple fi ｹ ｹ0. ﾌ ｷ ｧ fi07000ｹ ｧ9000ｹ0 apple080ｸ7 apple08 6ｧ apple03080ｸ8fi07 6ﾑ86ｧ apple0ｷ30ｹ0 09 apple 03 apple07070ｷ ｧ apple 03080ｸ ｨB ｸ7apple08apple 閨 ｧ ｸ ｧ8 apple apple 閨07080ｸ apple03080ｸ8fi07. ﾇ fi07 006ｧ apple07000ｸ70400 閨0709 applefi ｸ ｦ ｷ307 6ﾑ803036ｧ8070ｷ307, 閨 ｹ fi ｦ0030ｷ ｸ ｦ fi apple fi apple ｧ8, ｧ ﾌ ｧ80ｹ0 0208apple ｧ fi0708, ｧ ｹ0 applefi ｧ8 apple0ｷ30ｹ0 apple03fi ｧ ｸ apple ｸ 閨 apple00-036ｧ ｹ0 6ｾ ｧ80ｹ0. ﾇ 00apple ｧ8 020ｷ ｷ ｷ ｸ ｸ702fi. 006ﾒ ｧ apple ｸ 閨07 0ｸ7apple08040ｸ707006ｧ ｸ70ｹ ｷ ｦ00ｹ fi07000ｹ apple ｸ ｧ ﾒ0ｷ apple ｦ ｦ000080ｷ ｷ ｦ00ｹ0 fi03080ｸ70ｹ ｨB 閨04 applefi apple ｧ8 00 0ｹ ｸ ｦ003. ﾇ 04apple03fi00 0ｸ fi ｸ ｧ fi fi ｹ0, applefi ｸ7, 03036ｧ ｹ ｧ80ｹ ｧ9 0ｹ0, ｹ0 apple000306fi 080ｸ7 10. Pontoizeau P.A, La communication culturelle, Armand Colin, Paris 1992.

7 13O09TIKH TEXNH KAI E09IKOIN03NIA: H EITOYP 紵A TH6ｾ4 04IA02HMI6ｾ4TIKH6ｾ4 EIKONA6ｾ ｹ0 6ｾ ｧ80ｹ0. 6ｾ apple fi020902, apple03fi ｧ8 apple080ｸ ｷ3036ｧ9ｨB080ｸ ｧ8 09 applefi apple ｧ9 00 0ｹ ｦ fi apple applefi fi ｧ ｸ apple0803 6ｦ004000ｷ307, fiapple0ｷ30ｹ0 閨 ｧ applefi 02060ｹ fi07000ｹ , apple080ｸ7 00 0ｹ0 apple ｦ007080ｸ707 applefi 陦 02090ｹ 閨 ｹ ｸ ｹ ｧ ｧ9 0ｹ0, ｹ ｸ ｧ ｹ fiapple08 0ｸ702fi 0100apple ｸ ｧ ｧ fi applefi030ｸ ｹ ｸ 閨0ｹ0 00 0ｹ0 016ｧ9000ｹ0. 6ｾ402fi04080ｹ ｹ ｹ0 006ｧ apple ｧ fi apple00036ｧ ｹ0 6ｾ ｧ80ｹ ｸ70ｹ0 07 閨080ｸ70ｹ0. 縺 fi0908 0ｸ702fi, apple ｧ 閨 fi 020ｸ7apple0602fi fi030608, ｧ ｸ702fi ｹ apple ｧ9, 02fi apple00036ｧ ｹ ｧ80ｹ0, fi ( ｧ ｧ fi 02090ｹ0). ﾞ0ｸ7026ｧ ｧ apple006ｧ ｷ 閨0ｷ ｸ ｨB09026ｧ ｹ ｸ702fi ｹ 閨 閨 ｸ7 02fiapple080ｸ7. 6ﾒ 閨 ｦ ｧ ｦ ｹ fi 02090ｹ0, 閨07 0ｹ0 046ｦ ｹ0 0000apple ｦ007090ｹ ｹ apple 03 apple07070ｷ3 016ｧ9000ｹ0 040ｸ707 閨 ｦ000. 6ﾒ ｦ0 McMix 096ｧ ｸ707 鐶pple apple03080ｸ8fi07 apple080ｸ7 00 0ｹ0 00apple 鐶pple apple 07 - apple ｧ904080ｸ ｹ ｸ 閨0ｹ0 00 0ｹ0 07 apple ｹ0 ( ｧ ｧ ｧ8-0402fi0408) apple ｸ70000 applefi ｸ ｧ ｧ applefi03 0ｸ70409, fiapple0ｷ30ｹ0 閨07 apple 閨 applefi ｨB0ｷ36ｧ8 ( ｧ ｧ9 ), ｸ8026ｧ ｧ applefi fi030ｷ307 0ｸ ｷ apple03080ｸ8fi07, ｸ ｦ0 McMix 006ｧ ｦ ﾒ208 07fi ｹ ｧ ｹ ｧ9ｨB apple07070ｷ ｹ ｷ ｦ00ｹ apple ｦ00ｹ fi07000ｹ apple ｦ00ｹ0 apple080ｸ7 07-6ｦ applefi fi07. ﾇ ｸ ｸ7 040ｸ ｦ0 0ｸ702086ｦ0 apple07006ｦ ｹ0 096ｧ 閨 ｸ707006ｧ fiapple08, 09 6ｦ ｧ ｹ0 apple ｦ00ｹ ｨB ｧ apple , fiapple0ｷ30ｹ 閨 Packard 11. 6ﾑ8apple6ｧ ｹ0 ﾇ apple 03 apple07070ｷ 閨 ｹ ｧ ｸ fi ｸ703096ｧ9 0ｹ ｹ ｧ ｹ0. ﾇ ｸ70409 陦 apple fiapple 閨0ｹ ｹ fi07 0ｹ0 040ｸ ｸ apple ｹ0 apple fi ｹ ｹ0 6ｾ ｧ80ｹ ｹ ｧ ｦ ｸ ｸ7apple ｧ ﾒ208 07fi ｹ ｧ ｹ ｸ707ｨB ｸ70700apple060ｹ ｹ0 apple 閨080ｸ704000ｹ ｷ 閨0ｹ0 016ｧ9000ｹ ｧ 閨 ｧ ｧ9 0ｹ0- apple 閨 ｹ0 apple080ｸ ｷ303006ｧ fi fi ｸ 閨 Packard V., The hidden persuaders, Penguin, Harmondsworth 1981.

8 13170 E03 閨0709 M 閨 ｸ7 6ﾑ809ｦﾐ ﾌ 罍ﾇ 08ｦﾐ08 ｦﾐ ﾌ 縺06 ﾞ02ｦﾐ ﾞ6ｾ4 ﾞ ｹ0 04., ﾇ ｧ fi07, ﾞ0609fi ｷ30ｹ0, ﾞ036ｧ Barthes R., Rhｨｦtorique de l ｯimage, Communication, Berger P. & Luckmann T., ﾇ ｷ ｧ ｸ76ｧ ｹ0 apple fi ｹ0, ﾒ ｹ0 ﾞ ｧ9080ｸ7, ｧ804080ｹ0, ﾞ036ｧ , 2 09 閨 Bruner J., ｹ ｧ ｹ0, fi02080ｸ7- 縺 ｹ0 ﾒ ｧ903090ｹ0, ﾑ 縺 , ﾞ036ｧ Dewey J., Logique. La thｨｦorie de l ｯenquｨｺte, Presses Universitaires de France, Paris 1993, Mucchielli A., L ｯart d ｯinfluencer. Armand Colin., Paris Packard V., The hidden persuaders, Penguin, Harmondsworth Pontoizeau P.A, La communication culturelle, Armand Colin, Paris Schultz A., Le chercheur et le quotidien, Mｨｦridiens-Klincksieck, Paris Watzlawick P., et al., Une logique de la communication, Seuil, Paris ﾆ 閨 , E ｷ3096ｧ ｸ ｧ9080ｸ ｸ7 Maletzke G., 05000ｷ3036ｧ9000ｹ0 09 ｨB06026ｧ80ｹ0 6ﾑ8apple ｷ3076ｧ9 0ｹ0, apple ｨB6ｧ80409, ﾞ036ｧ ABSTRACT Eleni Meliou Visual technique and communication: the functioning of the advertising image The aim of this article is to gain an understanding of the way persuasive communication works. The paper differentiates the theoretical viewpoints that are at stake and proposes ways of dealing with images in their social contexts, ｰ in a situated praxis ｱ, in order to communicate messages and emotions. The study of a specific TV advertising of McDonald ｯs gives us means to understand and manipulate what might otherwise remain at the level of vague suspicion and intuive response. We claim that this analysis of micro-aspects can contribute to our understanding of how arguments are put together and reinforced in order to perceive and construct the meanings.