The Intentionality of Visual Publicity and Its Impact on Meaning Formation in the Discourse of Postmodern Iraqi PerformancesKeywords: Visual advertising, formation, post-eventAbstract

Abstract

The publicity explored in this study represents a phenomenon of visual and symbolic overlap and expression. It has contributed to a cognitive shift, enabling the audience to move beyond passive reception to actively perceiving meaning, becoming partners in interpreting and analyzing visual manifestations. Visual acts are not merely tools for aesthetic presentation; rather, they serve as a means of visual communication with cultural and intellectual dimensions. Moreover, they provide the audience with a cognitive experience that transcends traditional verbal or textual communication.

Visual publicity challenges the audience’s conventional perceptions by engaging them on a deeper and broader level, utilizing its unique capabilities to exert a greater impact than textual elements in conveying ideas. Accordingly, this study is divided into four chapters.

The first chapter, "The Methodological Framework," outlines the research problem, which revolves around the following question: To what extent does the intentionality of visual publicity contribute to the formation and construction of meaning? It also highlights the significance of the research, which lies in its in-depth exploration of the concept of visual publicity, its distinctive characteristics in theater, and its role in transforming the structure of postmodern Iraqi performances. Additionally, the research aims to uncover the diversity of visual techniques employed in theatrical performances to establish communicative publicity with the audience.

The second chapter, "The Theoretical Framework," consists of two sections. The first examines the concept of visual publicity in postmodern theater, while the second explores the intentionality of visual expression and its impact on the audience in postmodern performances. This chapter also includes key theoretical indicators and a review of previous studies.

The third chapter, "Research Procedures," focuses on sample analysis. The researcher adopts a descriptive-analytical methodology for analyzing the selected samples, detailing the research tools and analytical processes.

The fourth and final chapter presents the study’s findings, conclusions, recommendations, and proposals, summarizing the results obtained from the sample analysis and offering insights for further research