Généricité et intertextualité dans le discours publicitaire de presse écrite

Name: Généricité et intertextualité dans le discours publicitaire de presse écrite
Brand: P.i.e. Peter Lang Sa
SKU: 9783039108459
Price: 16467.0 INR
Availability: InStock

by Gilles Lugrin

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ISBN13: 9783039108459
Binding: Paperback
Subject: N/A
Publisher: P.i.e. Peter Lang Sa
Publisher Imprint: P.i.e. Peter Lang Sa
Publication Date: August 29, 2018
Pages: 488
Original Price: USD 160.95
Language: French
Edition: N/A
Item Weight: 590 grams
BISAC Subject(s): Communication Studies

About The Book

Engager une réflexion sur le discours publicitaire, c'est poursuivre une approche qui diffère sensiblement tant des approches linguistiques plus traditionnelles que des approches sociologiques, psychologiques ou encore centrées sur le marketing. L'analyse du discours telle qu'elle est menée ici privilégie quatre domaines: la sémiotique de l'image, la linguistique du texte, la linguistique du discours et le champ de la poétique.
L'auteur dresse d'une part un panorama général des genres publicitaires et tente de répondre à des questions s'y rapportant. L'annonce publicitaire est-elle réglée par des normes spécifiques à un genre publicitaire ? Comment appréhender la diversité des pratiques publicitaires ? De quelle(s) manière(s) se distingue une publicité commerciale d'une affiche électorale, d'une publicité rédactionnelle ou encore d'une publicité en situation de communication de crise ?
L'auteur observe d'autre part que les annonces publicitaires sont très souvent tributaires de textes et de genres importés. Il s'interroge sur la façon et les raisons qui motivent la publicité à recycler et vampiriser la culture qui l'entoure. Il explore cette dimension en appliquant à la publicité les notions d'intertextualité et d'hypertextualité.

About The Author

L'auteur: Docteur ès Lettres en linguistique française, Gilles Lugrin enseigne, à l'Université de Lausanne, la linguistique, la communication médiatique, la publicité et le journalisme. Il est le fondateur d'une société de conseil en communication et marketing, ComAnalysis Sàrl (www.ComAnalysis.ch).

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