| Title: | Niveaux de structuration dans les réclames d’une campagne publicitaire pour la Grèce |
| Author: | Costin Popescu |
| Publication: | Language and Literature – European Landmarks of Identity, 14, p. 279 |
| p-ISSN: | 1843-1577 |
| Publisher: | Universitatea din Pitești |
| Place: | Pitești |
| Year: | 2014 |
| Abstract: | Among the products of mass culture, the advertisements benefit from one of the most constant analytical attentions. Advertisements from a campaign meant to attract tourists in Greece are examined here in order to reveal a) the character of the benefits they promise and b) the degree of harmony between the expressive techniques that communicate them. The values concerned have old and solid roots in the European culture (relationship between humans and gods); the expressive techniques form an argumentative net wherein the audience is supposed to be pleased to fall. All the components of the advertising message (headline, body copy, image, logo, tagline) associate resources of the verbal and visual languages in advertisements combining expressive elements that repeat themselves and expressive elements that give individuality to every message and diversity to the whole campaign. |
| Key words: | isotopy (defication), argumentative scale, visual fields |
| Language: | French |
| Links: |  pdf |
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