آليات الحجاج في الخطاب الإشهاري : دراسة سيميوتداولية للصورة الإشهارية

الملخص EN

This study aims at uncovering the argumentative mechanisms that stand behind advertising discourse, which the image provides as a special mean of communication.

Based on theories and practical examples, we will try to explain how the flow of persuasion in their philosophy works, semiotically and pragmatically, notably in constructing the advertising discourse that consists of two semantic patterns: the linguistic pattern and the pictorial iconographic pattern.

Moreover, we will also try to show how the advertiser deploys these argumentative elements in order to reach the subconscious of the audience.