La construction de l’ethos dans le discours publicitaire de la restauration rapide en France
The construction of the ethos in the advertising discourse of fast food in France

Summary/Abstract: In this study, we aim at examining the mechanisms involved in constructing an ethos based on humor, solidarity, and superior quality in advertising messages produced by Burger King, a fast-food brand whose messages merge iconic and linguistic frameworks. To understand the strategies used in constructing a brand image that aligns with the socio-cultural norms of society, we will revisit the brand’s history and provide an overview of the representative theoretical framework, along with the analyses developed over time on this topic. Our study is based on a corpus of ten advertising posters from the period 2015–2024, which we take into account in order to identify the enunciative techniques used to construct an image that characterizes the communicative actors in this type of discourse.

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