DIMENSIUNEA ARGUMENTATIVĂ A EXPLICAȚIEI ÎN PUBLICITATEA PENTRU TELEFONIA MOBILĂ
THE ARGUMENTATIVE DIMENSION OF EXPLANATION IN MOBILE TELEPHONY ADVERTISING

Summary/Abstract: This study aims to analyze explanation as a global argumentative strategy in mobile telephony advertising. Drawing on the theoretical framework provided by J. M. Adam, Charaudeau and Maingueneau, Sălăvăstru and Olariu, the study examines a series of advertising films belonging to Orange and Vodafone operators. The analysis highlights three distinct explanatory methods: the synonym method, the analytical and synthetic method, and the demonstrative method. The results confirm that explanation is never a neutral act of information transmission, but a discursively oriented argumentative act aimed at obtaining the customer's adherence and triggering purchasing behavior.

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