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


Year of publication 2020
Type Article in Periodical
Magazine / Source Mélanges francophones
MU Faculty or unit

Faculty of Arts

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.

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