The algerian persuasive strategies in the advertising : an analytical study on a sample of advertising campaigns of vilcom production in nutritional supplements

الملخص EN

Our study is engaged in analytical advertising discourse in Algeria, and which concerns the advertising discourse of (Vilcom production) specialized in the pharmaceutical products (nutritional supplements) of local production.

in which we have selected a set of concurrent advertisements ? which amounted eight television advertisements throughout this year (2020) ? on this base, our analysis of the AD starts from the research of the applied persuasive strategies.

which are representing in three basic strategies : the mental strategies, emotional, and ethical, so that applying these strategies helps us to understand correctly the advertisement in designation and suggestion ? then, know about the nature of the applied persuasive process and its relationship with the objectives of the institution producing this advertisement in one hand, and in the other hand its audience.