Skip to content
DIALOGOS

The Language of Advertising

Saisir l'intérêt du public : l'adaptation pragmatique de la publicité

Maria-Ana Oprescu

Pages 28–47

Licence © 2017 the authors · CC BY 4.0

Abstract

The article presents the most important characteristic which differentiates advertising from most of the other phenomena of mass communication, i.e. pragmatic adaptation with its two main pillars: knowing your audience and attracting its interest. Creativity specifically used in advertising is thus analysed both at the level of image and at that of the text. The author's conclusion is that more o society develops more it needs advertising, the latter becoming one of the main arts of the present time.

Keywords —

advertising · pragmatic adaptation · advertising image · advertising text · creativity
Download PDF
Cite this article

Oprescu, M.-A. (2017). Saisir l'intérêt du public : l'adaptation pragmatique de la publicité. Dialogos, 34, 28–47.

Oprescu, Maria-Ana. “Saisir l'intérêt du public : l'adaptation pragmatique de la publicité.” Dialogos, vol. 34, 2017, pp. 28–47.

Oprescu, Maria-Ana. 2017. “Saisir l'intérêt du public : l'adaptation pragmatique de la publicité.” Dialogos 34: 28–47.

@article{oprescu2017saisir,
  author  = {Oprescu, Maria-Ana},
  title   = {Saisir l'intérêt du public : l'adaptation pragmatique de la publicité},
  journal = {Dialogos},
  year    = {2017},
  volume  = {34},
  pages   = {28--47}
}
TY  - JOUR
AU  - Oprescu, Maria-Ana
TI  - Saisir l'intérêt du public : l'adaptation pragmatique de la publicité
JO  - Dialogos
PY  - 2017
VL  - 34
SP  - 28
EP  - 47
ER  -