It is offered, thus, as privileged field of comment of the mechanisms of production of felt by the image, central subject of this article. The function of the message advertising executive is quickly to be understood by the biggest number of people, having to show its components, its objective, its way of functioning and to allow that, from there, the receiver processes as it will go to carry through the action of purchase. For an excellent analysis, first we need to describe the elements of the message. The description is the transcoding of the visual perceptions for the verbal language, facilitating the agreement of who if to interest for the contextualizada interpretation. Describing, we obtain to indicate until point the perception of the forms and objects is cultural (also it depends very on the experiences of each person). (JOLY, 1996). The involved elements in an advertising, good applied, possess what we call Rhetoric, the art to convince.

Propagandas created with the power of the persuasion obtain to express of clear form its objective. Barthes recognizes in the image the rhetoric of the connotation, that is, the chance to provoke a significao second from a first significao, of a full sign. The author cites as example: the photograph that is the significant one. To be able to recognize chilis and onions printed matters in this photograph are the meanings. the full sign starts to relate this with the category, something more including? Mediterranean fruits and vegetables, Italy, Rhetorical etc. of the image mean to examine ' ' this game with forms and sentidos' ' of the visual messages. (JOLY, 1996, p.83). Photographs are naturalized images, that present registered traces of the proper reality, making with that if it forgets its character constructed and chosen, also the manipulation that some make of its use. Therefore, it is always good for remembering that the images are not the proper things that represent.