توظيف السرد الحكائي في الخطاب الإشهاري : إشهار "ماء أروى" أنموذجا

الملخص EN

Advertising is a means of communication aiming to promote competitive products as in the case of the commercial market, which requires winning the trade bet to manipulate the market.

Competition among commercial enterprises is intended to take into account the interest of consumers and their inclination towards other similar products in order to influence their psychology and to change their attitudes through advertising persuasion and publishing, that is, the establishment of an advertising communication bridge between a sender of the product and a recipient of the consumer.

The ultimate objective of the advertising discourse is to persuade the consumer to purchase the product and to choose from among many similar competitive products, the use of persuasive speech elements, particularly in terms of television advertising, which depends on the sound and the image, allowing several techniques to transmit messages to the viewer/ Consumer.

Among the rhetorical techniques of advertising, the adoption of stories and the use of mechanisms between valuable values and the founders' foundations of experience and quality, for example the "Arwa" mineral water advertising, which was based on the use of narrative, what elements formed the advertising discourse? To what extent does this contribute to the process of persuasion?