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Master Thesis

Le rôle de la phrase impérative dans les slogans publicitaires français contemporains : analyse des énoncés d'accroche partageant le cadre syntaxique V -à l'impératif suivi de la complémentation

Abstract : The following master’s thesis aims to analyse the modern publicity slogans which contain the imperative form of verb followed by complementation. Twelve advertising posters analysed in this study were chosen from the group of fifty publicities created between 2012 and 2019. They were divided into two theme groups: car adverts and tourism adverts. We also included the meaning of the image in every analysis, as it reinforces the persuasive strategy of the publicity. In case of each poster, our aim was to define the author of the message, the audience, as well as the relation between both speakers. Moreover, we attempted to define the type of arguments used in the discourse in order to persuade the audience. The main results showed that depending on the publicity theme, the structure of the slogan changes. Every publicity analysed in this study undergoes the process of topicalization and focalization. The use of imperative sentence in the publicity slogans allows to establish an immediate and vivid relation between the author of the message and its audience, create the illusion of a dialogue, draw audience’s attention to the publicity’s object thanks to its direct form, as well as convince the audience to choose an advertised object or service.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-02322761
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Submitted on : Monday, October 21, 2019 - 4:16:30 PM
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Natalia Siuta. Le rôle de la phrase impérative dans les slogans publicitaires français contemporains : analyse des énoncés d'accroche partageant le cadre syntaxique V -à l'impératif suivi de la complémentation. Sciences de l'Homme et Société. 2019. ⟨dumas-02322761⟩

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