UN CAS DE DISCONTINUITÉ : LE MESSAGE PUBLICITAIRE DANS LA PRESSE ÉCRITE FÉMININE DE ROUMANIE
A CASE OF DISCONTINUITY - THE ADVERTISEMENT'S MESSAGE IN THE ROMANIAN FEMININE NEWSPAPERS

Summary/Abstract: The purpose of our study is to analyze the evolution of the advertising message within the written press since the middle of the 20th century and its transformations in time. Having as a corpus feminine magazines and newspapers, we dwell upon the linguistic modifications which appeared in the structure of the advertising message. Through this research, we also want to demonstrate that contemporary adverting is based on inference and image, to the detriment of the explicit written text, specific to the Interwar period. The research method is chronological and essentially qualitative, resorting to the analysis and comparison of various advertising documents which we have found in the Romanian feminine press of the chosen intervals. During the Interwar period, one may notice a change in the woman’s role, as she became more aware of her value, a trait largely portrayed in Interwar press advertising. Nowadays, the new technologies have altered the way we compose an advertisement and present it to customers. Advertising agents are focused on the multimodal; they know that clients appreciate originality more and more.

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