We explain what an image is, its functions and characteristics. Also, what are corporate, personal and public images.
What is the image?
It is understood by image the visual representation of something or someone that is, a figure or illustration that resembles something, that reflects the appearance of something, whether real or imaginary, concrete or abstract. We generally call images today to photographs, paintings, illustrations or works of graphic design, as well as statues and also the reflection of the mirror.
The word image comes from Latin imagotranslatable as “copy” or “imitation.” Since our species connects with the world primarily visually, It is closely linked to what we capture about reality through our senses and even with thought itself.
That is why we talk about imagining or mental images, for example, to refer to the projections we make of things or situations in our mind; and in those cases, the image can encompass much more than the simple appearance of things.
In fact, the term “image” is used in a large number of different contexts, and artistic disciplines such as painting, photography and even literature handle it in their own way. On the other hand, fields of study such as Visual Culture or Visual Studies aspire to build knowledge specifically related to the image, in general, and our understanding of it.
Image Features
An image can fulfill, depending on its nature and its role in our society, different functions or communicative tasks, similar to Roman Jackobson's so-called Language Functions. In many cases, they fulfill several at the same time. These functions are:
- Representative function It occurs when the image serves to refer to its referent, that is, when it involves specific information regarding the reality represented, as occurs with a photograph or a portrait, in which we must understand the image as a kind of testimony of what there is or what there was.
- symbolic function The symbolic role of the image is that which is connected or linked arbitrarily with the cultural background of those who contemplate it, acquiring meanings and connotations that are not found at first glance or are not evident to anyone, but that lend themselves to specific interpretations. depending on subjectivity and culture. For example, certain pictorial representations (paintings) are associated with sadness or melancholy, such as autumn, and a painting of an autumn meadow is surely interpreted as a sad stage of life, and not as a simple reference to the fact that meadows exist. autumn in the world.
- Semantic function In this case, the content of the image is put at the service of the transmission of a specific meaning, as occurs in traffic signs or in other icons and visual signs whose correlation in a system of values and meanings is unique, clear and specific.
Corporate image
When talking about the corporate image or business image of an organization, reference is made to the specific way in which a company presents itself to its audience and its competitors that is, the message and values that you decide to embody or transmit with your brand, and to which the consumer public will be more or less receptive.
The corporate image is very important in times of open capitalist competition, typical of the consumer society. Organizations must distinguish themselves from each other, project different messages and try to convince their clients that they are not only an organization that sells products or services, but also defend a world vision, a sense of business or a series of social values, cultural and economic.
Corporate image specialists, thus, help organizations find the right message for their audience, and understand the aesthetic and symbolic dimensions of their advertising management and their public policies.
For example, a corporation that is irresponsible with the environment will surely see its public image greatly diminished, since it may be accused of irresponsibility with supreme and indispensable ecological values for life in general.
personal image
The personal image or self-image It is the personal representation we have of ourselves both in the appearance aspects and in the deep ones. Self-image is closely linked to self-esteem and personal valuation, and consists of a mental projection that is often difficult to change, even when it is an erroneous or unreliable representation of how we really are.
The personal image can be understood as a “mental photograph” of ourselves, and Based on it, the way we communicate with others is always defined. The latter is key, since other people's opinions and the idea we have of them are factors that significantly affect our image of ourselves.
Many times we think that we are one way or feel that we are perceived in some way, and we are surprised to see the opposite from the mouths of third parties. This is because our self-image is not necessarily faithful to reality.
In the corporate and work world, in addition, the term “personal image” is used as a form of personal projection, of a message that we send to the environment, regarding who we are. Our way of dressing, our manners, our diction, are aspects that make up the image we give to others, and that in some way defines what they may think of us, or the way in which they decide to interact with us.
Public image
Public image is a field of image studies that can be a bit vague, since It includes both personal image and corporate image. That is, it focuses on communication and the way messages are configured visually.
Governments refer to public image, for example, to talk about the way they are perceived by their electorate and to try to predict the way society will react to their messages. On the other hand, a company will understand its public image, precisely, its corporate image.
The field of public image can be defined as the way in which an organization or an individual makes themselves manifest in the public sphere, that is, how they choose to communicate with others and what set of values, traits and characteristics they transmit to them.
Continue with: Photo retouching
References
- “Image” on Wikipedia.
- “Corporate image” on Wikipedia.
- “Public image” on Wikipedia.
- “Self-image” on Wikipedia.
- “Etymology of Image” in Etymologies of Chile.net.
- “Image” in the Dictionary of the language of the Royal Spanish Academy.
- “What is personal image?” at Consol Vilar, corporate communication.
