الخطاب الإشهاري بين الدعاية الإعلامية و إقناع المتلقي

الملخص EN

The discourse of advertising is an effective means of communication; it helps to disseminate information about the product and promote it on a large scale.

This kind of discourse holds different functions in social life.

Therefore, advertising is a tool used to spread different messages, arouse feelings and convince the recipient.

Thus, a considerable impact will be exerted on the behaviour of individuals and communities in order to become purchasers.

This article aims to the study the impact of the discourse of advertising, by its channels, on communication.

It aims also to shed lights on the strategies followed to convince the recipient, and to influence his choice.

Key words: Behaviour of individual and communities/ discourse of advertising/impact/ means of communication/ recipient.