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La persuasion publicitaire

Maria-Ana Oprescu

Pages 53–59

Licence © 2009 the authors · CC BY 4.0

Abstract

The deliberate rendering the message ambiguous that the advertising text applies represents one of the advertising persuasion techniques and it is extremely used by the advertising creators. Thus, they exploit the language capacity of accepting more interpretations in certain cases, rendering ambiguous the advertising text – by polysemy for example –, imposes a multiple reading. The two meanings coexist for the purpose of innovation and creativity, typical of the advertising language. Homonymy, homophony, synonymy, represent other procedures – frequently used in the advertising language, and we are going to mention them within the lines below.

Keywords —

ambiguity · meaning · polysemantism · resource · slogan
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Cite this article

Oprescu, M.-A. (2009). La persuasion publicitaire. Dialogos, 19, 53–59.

Oprescu, Maria-Ana. “La persuasion publicitaire.” Dialogos, vol. 19, 2009, pp. 53–59.

Oprescu, Maria-Ana. 2009. “La persuasion publicitaire.” Dialogos 19: 53–59.

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  author  = {Oprescu, Maria-Ana},
  title   = {La persuasion publicitaire},
  journal = {Dialogos},
  year    = {2009},
  volume  = {19},
  pages   = {53--59}
}
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