Une approche pluridisciplinaire de la mise en discours des preuves techniques à visée persuasive à travers les affiches publicitaires A Multidisciplinary Approach to the Discourse of Persuasive Technical Evidence through Publicity Poster
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Abstract
ABSTRACT: this article deals with the publicity argumentation which uses technical proofs that allow the publicists to convince or persuade the potential "consumers". The objective of this type of discourse, like any other, is the ardent promotion of a product to a target audience so that it can have a favorable appreciation of it and buy it by extension. Also, it can aim at making the public aware of the evils of a product or at inviting them to operate a change of behavior. Since publicity discourse is a discourse of belief with a powerful persuasive aim, it is important to know how, through a staging, its resources are mobilized. Through an enunciative, communicative, argumentative and pragmatic approach, this article tries to explain how the emitting instance plays on the representations of the receiving instance.
RÉSUMÉ : cet article traite de l’argumentation publicitaire qui fait appel aux preuves techniques qui permettent aux publicistes de convaincre ou de persuader les potentiels « consommateurs ». L’objectif de ce type de discours, comme celui de tout autre d’ailleurs, est la promotion ardente d’un produit chez une cible afin qu’elle puisse en avoir une appréciation favorable et, par ricochet, l’acheter. Aussi, peut-il viser à sensibiliser le public sur les méfaits d’un produit ou à les inviter à opérer un changement de comportement. Le discours publicitaire étant un discours de faire croire à forte visée persuasive, il est important de savoir comment, à travers une mise en scène, ses ressources sont mobilisées. À travers une approche énonciative, communicationnelle, argumentative et pragmatique, cet article tente d’expliquer comment l’instance émettrice joue sur les représentations de l’instance réceptrice.
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