أركيولوجيا الخطاب الإشهاري الجزائري : إشهار "السياحة في الجزائر" أنموذجا

الملخص EN

Far from being a mere commercial transaction, an advertisement is a place of belief about identities, roles and social practices.

Like other cultural productions, which use fiction to produce or at least simulate reality, advertising is a vast phenomenon accompanying our present and our modernity.

Advertising is based on the use of language as a means of transmitting advertising material to the public.

It is the main tool of human society, because it allows more effectively the person to engage in different relationships and social interactions including the "advertising" used at different levels (phonetic, morphological, grammar, syntax, Rhetoric ...) to influence the recipient and get his attention.

Understanding the advertising discourse needs to bring what motivated this discourse and prompted to say what it says.

The object of speech is the reception, the transmission of meaning and its symbols and signs, clarifications and meanings.

Deciphering an advertising speech by the recipient means the practice of "archeology", that is, digging into the depth of this discourse and revealing the hidden elements that constitute its message.

The question is: what is the "archeology" of the discours ?