A poster is a piece of design whose main characteristic is the immediate transmission of a message. Among its important qualities we find vast dimensions, and the fact that they are accessible to a wide mass people.

This is why it is important for the poster to use a communicational code that is in accordance with the target audience. Apart from that, as posters are set on a specific time and place, when creating this type of project, it is important to take into account the codes –which depend on the poster context -and the specific way to decode them.

For the poster to be communicatively efficient, it must show a rhetorical content (metaphor) that can be decoded by the target audience in a specific context. The different variations of context that must be considered when creating a poster are language, cultural heritage and time, among others.