Identity
With these ads (McCann Erickson Portugal), we have 3 different icons and one repetitive number. So it can’t represent their identity.
Numbers are polysemic
213861664
It is an anti discrimination campaign with the telephone number of Amnesty International in Portugal. The text gives the missing information needed to the understanding of numbers.
Numbers are polysemic: they have different meanings. The text has an “ancrage” function using the terms of Roland Barthes; it helps the receiver to choose the right level of perception.
M C
Editor in Chief Mehdi Chourou
