Aspects discursifs et pragmatiques du texte publicitaire
Discourse and Pragmatic Aspects of Media Texts

Summary/Abstract: As compared with the classical schemes of linguistic communication the media argumentation provides a specific communicational frame. The rhetoric of publicity is built around the intention of the addressee who is the receiver of the message. To sell the product and to ensure his survival and the development of his business, the sender of the message has to be very convincing and has to find a means of presenting the message in an original manner. Thus, under the pressure of competition the latter may resort to the so-called ”abusive use of communication” such as hidden or false publicity. The letter provides the receiver with false information which makes difficult the task of the semanticians interested in the truthfulness of an utterance. This connection with the social and economic aspects explains the ambivalence of communication characterizing publicity discourse – its semiotic and economic dimensions.

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