By investigating the collective understanding of the visual message, the project analyses some of the ways in which graphic design can interfere in the interpretation of messages. Overall, the project aims to explore the way in which we perceive visual inputs as verbal concepts and which is the role of words in the understanding process. It aims to provide a critical view point on how visual communication and advertising can harness word-image relationship. The final piece of the project is mainly concerned with the creation of arguments using the language of advertising. Alternatively, slogans or images of famous advertisements are used in order to revolutionize original messages. Put clearly, with the aim of framing social issues and problems for the attentive public and raising critical consciousness, the project deconstructs original meanings providing a different layer of understanding.