Kompozycja oparta na bliskości przestrzennej i podobieństwie jako narzędzie perswazji wizualnej

Karolina Dobrosz; Zofia Władyka-Łuczak

doi:10.18778/8331-181-4

Visual composition based on spatial proximity and similarity rules as a persuasion tool

Karolina Dobrosz

Katedra Dziennikarstwa i Komunikacji Społecznej

https://orcid.org/0000-0002-9911-0650 (unauthenticated)

Zofia Władyka-Łuczak

University of Łódź

https://orcid.org/0000-0001-9644-4682 (unauthenticated)

Publication:

Teorie i praktyki komunikacji : 2

Pages: 321-341

DOI: https://doi.org/10.18778/8331-181-4.21

Keywords: communication, communicational grammar, Grażyna Habrajska

Published: 4 August 2023

Categories: Polish philology, Open Access

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The article presents the analysis of visual persuasion from the point of view of the rules of entries on the so-called. Gestalt rules. In the course of qualitative visual analyzes of Paco Rabanne's One Million perfume advertisement, it was shown that the composition of the service of film frames is governed by two rules: grouping by proximity and grouping by similarity, thanks to which their management of the visual processes is observed around the two main characters of the spot: the perfume bottle and its user . Thus, it has been proven that by means of simple visual means: points and lines visible on the screen of the image, at the level of the visual code, the overarching goal of the advertising message, i.e. the persuasive goal, can be seen.