Writing of desire in television advertising

Abstract

The advertising text of dominant model, paradigm of the audio-visual contemporary culture, can shelter perhaps an act of desire of which certain subject demonstrates be responsible. We direct, thus, our interest in the level of statement of the text, a level integrated by figures of subjectivity with places defined by the plot, but a level also that demonstrates the friction of the subject with the Language since his desire must make a path in the code. Nevertheless, it is possible that the above mentioned friction has been evacuated of the text, so that the offer of this text can be limited to a mere putting in scene, by virtue of which the meeting of the subject with the Language is displaced by the meeting of a Figure with his object in the imaginary level.