Discours publicitaire, discours rhétorique. Quand la rhétorique est au service de l’image publicitaire
| Title in English | Advertising discourse, rhetorical discourse. When rhetoric serves the advertising image |
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| Authors | |
| Year of publication | 2020 |
| Type | Article in Periodical |
| Magazine / Source | Mélanges francophones |
| MU Faculty or unit | |
| Citation | |
| Web | http://www.melanges-fr.ugal.ro/index.php/fr/archive |
| Keywords | Advertising image, rhetoric, persuasion, iconic, linguistic |
| Attached files | |
| Description | The advertising discourse still seems to raise the attention of several researchers and the same applies to rhetoric which always faces any attempt of marginalization and stands as an important entity in human sciences. Rhetoric, omnipresent in all speeches, finds in advertising discourse the fulfillment of its two intrinsic functions: first as the Art of speaking effectively and, secondly, as the Art of persuasion. We believe that the two come together in the advertising discourse to serve a more general purpose: to elicit the purchase of the product by the consumer. This work aims at analyzing the advertising image from a rhetorical point of view, in particular the rhetorical processes often hidden beneath the different levels and sub-levels of the advertising image. |