Abstract:The paper provides a number of issues concerning one of the most creative communication tools -publicity. The purpose of this paper is to highlight how, by appealing to sensitiveness, publicity directs our perception and reporting to immediate reality, which directs and invests with several meanings. The practical part of the paper refers to the publicity campaign conducted to sensitize Romanian citizens to participate in the acquisition of Romanian sculpture "Cuminţenia Pământului" ["Wisdom of the Earth"], one of the most important works of art of Romanian sculptor Constantin Brancusi. The context is one in which the Romanian government announced publicly its intention to acquire the sculpture through a joint effort of the state and its citizens, launching official with the Ministry of Culture, a sustained campaign of national subscription for acquisition this works of art, campaign that was held from May to September 2016. The campaign aimed to attract contributions of Romanians interested in the recovery of national treasures. The analysis conducted in this respect concerns the two publicity spots made during the campaign: the spot conducted by GMP Group, selected by the Ministry of Culture in April 2016 to coordinate the national campaign to purchase the works of Constantin Brancusi and the spot conducted by Papaya Advertising Agency, in August 2016 in a campaign independently of the official with the stated aim of helping the government approach. The paper analyses the discursive and iconic strategies that the two publicity spots have used in order to determine the impact that they had on the Romanian citizen.

The paper that we propose aims a constructivist analysis about persuasive effects that media can cause in the public space by interpreting and reconstructing of the social events. The analysis is based on a triangular grille, where the structural, communicational and interactional dimensions contribute to illustrate the ways in which media facilitate the formation of social representations, creating certain types of behaviour and determining specific actions. Moreover talk about a media representation of certain events that generate criteria to assess situations, determine judgments to be applied to these events and contribute to create collective action. The applied part of the paper aims to analyse the social context in which had held the fall of Ponta Government, on November 4, 2015, in the context in which a few days had gone from the drama which happened in the Club "Colectiv", on October 30, 2015. The analysis focuses on the effects of framing and those of priming on the means of mass communication have produced by the coverage of events related to this collective drama.

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