Mimotopie and scenography in advertising discourse of life insurance companies and funeral service

Abstract

Advertising discourse in contemporary times can be considered, par excellence, a place of encounter, in which we can observe the argumentative, contradictory and controversial values between the global and the local. In this sense, this article aims to examine the mimotopic statute and the constitution of the scenography advertising discourse of life insurance companies. We intend to answer a question that revolves around this ‘controversy’ of contemporary society. It seeks to examine to what extent the advertising discourse innovates to sell a product that is only justified by the occasion of the death of the consumer. Privilege as a theoretical and methodological input the Discourse Analysis of French Line, in particular studies of Dominique Maingueneau about advertising discourse and its mimotopic statute and scenography category. The survey results revealed that innovation in the advertising discourse of life insurance companies and, by extension, funeral assistance not only lies in its mimotopic statute and its mobilization of various genres of discourse, but consists especially of the constitution of scenography that links the co-speaker with other scenes of enunciation, relying on talk scenes validated by valued models in the collective memory. Thus, it creates sense effects of the fragility of life and perennial responsibility with family.Keywords: advertising discourse, scenography, mimotopie, life insurance.