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In this paper a special relevance is given to the inferential message among the several which shape any advertisement. With a marked psychological nature, it is clearly a conjectural and polyvalent message, and it involves an "interpretative" reading.It arises sometimes from an ¡conic message, sometimes from a linguistic one. Considering the various kinds of connotation, it is not easy to find only one sort usual in an advertisement. On the contrary, it often happens that just one element could contain an amalgam of different distant relationships.
