Moutinho, Ana Viale2008-09-282011-12-072008-09-282011-12-072003Proceedings of the 20th International Conference on Literature and Psychoanalysis, July 4th-5th 2003972-8400-70-5http://hdl.handle.net/10284/754The paper I propose is based on images used in advertising and the way some of them influence people, in a psychological perspective, to buy the advertised product or service. Advertising uses four different basic principles known as AIDA: Attention (calls the attention to the product/service), Interest (it provokes and maintains the interest), Desire (awakens it), and Action (leads people to buy or use the product/service). These principles, plus mechanisms like dream, motivation, acceptance, empathy, seduction and other theories like the psychoanalytical, for example, will tell us why an image is more effective than another. I will bring examples of some printed advertisements to show my point of view.engPublicidadePsicologiaComunicaçãoBrasilCulturalecture