Résumé:
The changes as well as the political, media and especially economic openings that Algeria has known for a little more than three decades, have a direct impact on the advertising context with a professionalization of the design and distribution of advertising messages. This new economic reality was the subject, in this thesis, of a questioning aimed at checking in the context of the semiology of the image as well as an analysis of the different cultures used in the context of the conception of an
advertisement. but also the reception of the public of the cultural message. We have selected as corpus some advertisements around diversified themes to have a global vision on the use of different cultures to facilitate the understanding and the memorization of the advertising message.
