1941
Advertising "assemblages" 1938-1943
  System/configuration of representations (P5)
    Page landscapes
    Copy models
      Shorter texts
      More efficient titles or slogans
      Realistic images of the package/product
      Decline of figurative illustrations
      Opening of borders
      Creative play on typography
      Creative play on contrasts
    Discursive styles
      Residual hyperbolic style
        Superlative tone
        Brand names
      Declining yet still important rational style
        Brief description of the product qualities
      Prominent emotional style
        Appealing and lively illustrations
          Decline of sexy women figures
          Cute children and ideal family scenes
          New male: figures of businessmen, employees and dandies
        Appeal to the senses and emotions
          Rich and refined lexical field related to vision, taste and touch
          Alternance between positive (joy, happiness) and negative (fear, pain) emotions
    Appeals
      Health
      Taste
      Sex/Beauty
      Child/Youth
      Happiness
      Safety
  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