ENTRE ABSENCE ET HYPER-PRÉSENCE OU COMMENT CONVAINCRE LE CONSOMMATEUR : ANALYSE DES DOMAINES LEXICAUX ET SEMANTICO-CONCEPTUELS D’UN CORPUS DE VIDÉOS PUBLICITAIRES POUR LA PERTE DE POIDS
BETWEEN ABSENCE AND HYPER-PRESENCE, OR HOW TO CONVINCE THE CONSUMER: AN ANALYSIS OF THE LEXICAL AND SEMANTIC-CONCEPTUAL DOMAINS OF A CORPUS OF ADVERTISING VIDEOS FOR WEIGHT LOSS

Summary/Abstract: Based on a corpus of videos featuring sports coaches specialising in weight loss, this paper analyses advertising strategies through the lens of the absence and hyperpresence of terms related to weight loss, such as sport and food. First, a textometric analysis reveals lexical frequencies and highlights over- and under-represented lexemes. Secondly, an analysis of semantic-conceptual domains is conducted, revealing that the semantic domains that are highlighted or, conversely, relegated to the background differ depending on the advertising strategies chosen by sports coaches.

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