تأويل الخطاب الإشهاري : مقاربة سياقية تأويلية

الملخص EN

Publicity is a communication activity that can have an impact on the culture and behavior of the consumer, where the advertising message sometimes comes in a comic context, taking into account the formulation of a number of psychological and social factors and the privacy of the target audience of the message, which makes it very close to the impact events What is essential is to change the behavior of the consumer or modify it to adopt another behavior.

Undoubtedly, this advertising message carries with it different ideas, ideologies and cultures, where this message carries the ideas and values of the famous owner of the product, and by watching the advertising flashes The product when presented between the duality of physical appearance, ie, the product and cultural appearance represented in promotional signs, it can be said that the interest in advertising has often been for a long time related to the economic marketing, profit and aesthetic aspect, by knowing the consumer culture "advertising message" and the customer "consumer" The advertising message aims to change the behavior of individuals towards the trend of demand and acquisition in order to entice the consumer to buy the product.