De l’image à la persuasion : une étude de la rhétorique publicitaire du lait 1001 selon la sémiologie

Abstract

Our study aims to clarify the role of rhetoric in shaping the meaning of advertising messages, focusing on semiotic analysis techniques applied to advertising posters. We will demonstrate that advertising employs a specific argumentative discourse that leverages the cultural and social aspects of consumers to influence their desires and purchasing behaviors. This analysis focuses on the symbolic aspects of advertising and examines the use of various symbols to evoke psychosocial acceptance among target audiences. The study is based on a sociolinguistic analysis of advertising and relies on a corpus consisting of advertisements aired on YouTube. This method analyzes advertising to understand how visual and textual elements capture attention and prompt consumers to take action.

Keywords

• image
• communication
• sociology
• advertising
• rhetoric