حجاجية التواصل في الخطاب الإشهاري المعروض في الجزائر : قراءة لجماليات التناص في إشهار شركة "Renault"

Abstract EN

The publicity discourse work through his argument words to generalize the consumption culture, that's by investing mechanisms of persuasion, and the aesthetic methods which realize an effective connection with the target society, and search at things that raise collective memory to get as many final consumers as possible.

This study aims to reveal the aesthetics of intertextuality and its power to activate the connection in the publicity operation for company Renault", and it also seeks to search for the techniques and instruments employed in the publicity discourse in order to guide the recipient's behavior and determine their consumer the tastes.