L ELLIPSE VISUELLE OU QUAND LE NON-MONTRE PRIME SUR LE VISIBLE

This article seeks to explore visual ellipsis in advertising posters of some car manufacturers in Morocco.The study is based on theoretical advances observed in recent years in the field of verbal rhetoric,it examines how ellipsis,as a linguistic concept,can be adapted to visual expression in order to produce meaning and involve the viewer.Six posters containing the different variants of visual ellipsis are analyzed in order to question the constraints related to the interpretation of the rhetorical context in the semiotic analysis of advertising images. The article builds bridges between visual ellipsis and verbal ellipsis, highlighting the impact of perception on the understanding of elliptical images.Finally,it highlights the potential of visual ellipsis as a tool of advertising persuasion, capable of focusing attention on the product as an object of intrinsic desire.