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Quand la contextualisation de figures de discours devient une stratégie de persuasion : le discours publicitaire dans le métro parisien

Abstract : By means of recent examples of advertising discourses taken from different kind of medium in Paris subway, we intend to give an empirical analysis on how the figure's discursive mechanism works within this specific context. We shall demonstrate that the transmitter uses the contextualisation of some figures (mise en abîme, metalepsis, prolepsis, antanaclase, metaphor and hyperbole) in order to give a real argumentative value. We will observe that the contextualized figure works for the speaker's discursive position and then, also for the transmitter's market positioning. Firstly, the dimension of the discourse, usually dialogic, reinforces the effect produced by the rhetorical figure of speech. Then, by some kind of transfer, the speaker who shows this symbolical universe implicitly assigns to himself its qualities. Finally, we will analyse the rhetorical figure of speech as a functional configuration which becomes a "discourse figure" by interacting with the context. It fully participates to the persuasive strategy inherently related to the advertising discourse.
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https://hal.univ-lorraine.fr/hal-01407015
Contributor : Annabelle Seoane <>
Submitted on : Thursday, December 1, 2016 - 5:20:11 PM
Last modification on : Friday, October 23, 2020 - 4:40:42 PM
Long-term archiving on: : Tuesday, March 21, 2017 - 2:52:06 AM

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Annabelle Seoane. Quand la contextualisation de figures de discours devient une stratégie de persuasion : le discours publicitaire dans le métro parisien. « Figures du discours et contextualisation », Colloque de l’Université Nice Sophia-Antipolis, BCL, CNRS, MSHS Sud-Est Oct 2013, Nice, France. ⟨hal-01407015⟩

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