Intercultural contrasts in the advertising discourse Cover Image

Contrastes (inter)culturels dans le discours de la publicité de marque
Intercultural contrasts in the advertising discourse

Author(s): Nicolae Şera
Subject(s): Language and Literature Studies
Published by: Universitatea »Babes Bolyai« Cluj - Facultatea de St. Economice si Gestiunea Afacerilor
Keywords: discourse; advertising; luxury; sacred; modernity; cultural values

Summary/Abstract: The advertising discourse is viewed as a complex professional discourse that makes use of certain values, such as inter-subjective experiences, which are part of the larger spectre of modernity. Our paper uses three examples drawn from French press advertisements to analyse the manner in which the image of ‘weak’ or ‘disenfranchised’ peoples is distorted by comparison to the western modern societies. A more profound analysis reveals the way in which the opposition “savage” vs. “civilized”, is exploited in the advertisement of the luxury brand, Nouvelles Frontieres, by using the example of the nearly extinct Touareg people. The advertising discourse, touching the point of paradox, connects the sacred to the luxurious by consumerism, at least in the examples presented in our paper.

  • Issue Year: X/2011
  • Issue No: 1
  • Page Range: 15-26
  • Page Count: 12
  • Language: French