In the commercial, as well as the image, can appear a text. The text in the image can have three functions: function anchor, relay and parasitism. In the anchorage function, text limits and reduces the possibilities of the image and also fixed and concrete meaning. In the relay function, full text the meaning of the image, text and image complement. In the role of parasitism, the text provides meaning other than the one expressed by the image, annulling, contradicting or becoming ambiguous reality of the photographic record.
