L’indirection comme procédé de persuasion en publicité
The oblique nature of the persuasion of advertising is examined in relation to nondirectionality: the possibility of producing a primary act of discourse by the accomplishment of a secondary act of discourse. Taking into consideration the typology of acts of discourse and their conditions of accompl...
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| Main Author: | |
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| Format: | Article |
| Language: | fra |
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Université Laval
2000-11-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | https://journals.openedition.org/communication/6459 |
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| Summary: | The oblique nature of the persuasion of advertising is examined in relation to nondirectionality: the possibility of producing a primary act of discourse by the accomplishment of a secondary act of discourse. Taking into consideration the typology of acts of discourse and their conditions of accomplishment allows for the identification of a certain number of methods by which nondirectionality functions. The study of a body of advertisements in Québécois women’s magazines leads to the identification of five specific methods of nondirectionality. The two most commonly employed are: (1) persuading the reader to use a product by claiming that the product will be beneficial (or that it will meet a need or expectation of the reader) and (2) pledging a result by affirming that it will be obtained. |
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| ISSN: | 1189-3788 1920-7344 |