1924
Advertising "assemblages" 1919-1929
  System/configuration of representations (P5)
    Page landscapes
    Copy models
      Shorter texts
      Realistic image of the package/product
      Lively illustrations
      Ornamental and stronger borders
      Play on typography
      No genuine title or slogan
    Discursive styles
      Residual hyperbolic style
        Exaggeration
        Superlative tone
        Universal panacea (to cure everyone and everything)
      Prominent rational style
        Testimonials from experts or celebrities
        Warning against imitations
        Shorter educational and descriptive texts (reason-why copy)
      Emergence of emotional/suggestive style
        Appealing and lively illustrations
          Sexy women
          Ideal mother and family
          Children
        Appeal to the senses and emotions (rich and refined lexical field related to touch, taste and emotions)
    Appeals
      Health
      Taste
      Sex/Beauty
      Child/Youth
      Happiness
  System/configuration of actors (P3, P4)
    Advertising agents/professionals
    Advertised goods/services
      Business sectors
        Types of products/services
          Brands
    Advertisers/Manufacturing companies
    Consumers/Markets
  System/configuration of mediums (P1, P2, P3, P6)
    Outdoor/3D advertising
    Indoor/2D/printed advertising