L’ÉCLIPSE COMME STRATÉGIE PUBLICITAIRE : LA PUBLICITÉ COMPARATIVE DU DÉBUT DU XXᵉ SIÈCLE ET SON ÉCHO LITTÉRAIRE
ECLIPSE AS AN ADVERTISING STRATEGY: COMPARATIVE ADVERTISING IN THE EARLY 20TH CENTURY AND ITS LITERARY ECHO

Summary/Abstract: This diachronic study focuses on the advertising strategy adopted by a French shoe polish brand established in Russia in the 19th century. The study analyzes the stylistic and extralinguistic elements of the advertising campaign 1910 as a comparative advertising and juxtaposition of the rival brands. This type of commercial discourse plays on the simultaneous presence and absence of the competitor’s image. The study takes into account the restrictive economic and legal framework. The study examines the lexical and visual representations generated by promotional postcards used as the advertising multimodal medium. The principal iconotextual elements supporting the brand’s strategy to eclipse its rivals in the shoe polish market at the beginning of the 20th century are identified. The reception of the product by buyers is examined through a study of the logo, product name, and brand reputation.

• Details
• Contents