الخطاب الإقناعي في الإشهار الجزائري

Abstract EN

Persuasion is considered as a fundamental prerequisite in the advertising operation, because of its commercial nature.

Reaching the consumers' satisfaction and convince them of the products significance costs the advertiser too much.

The scientific researches and studies, in the field of advertising persuasion, have contributed in building a good scientific basis for the sake of helping the advertiser to reach his objective, which is the clients' satisfaction.

The advertising creator needs only some creative ideas and templates in making creative and persuasive advertising letters at the same time.

Conversely, the noncompliance with the scientific rules may cause the advertising letter to go astray and this will distort the product image and reputation more than anything else, hence some publicities fail in conveying the intended message and convincing the consumers, since the advertising creator is unable to control the influential aspects of an advertising discourse.

Therefore, the advertiser has to read all the implicit and explicit elements of the advertising message thoughtfully and take into account, at least, the minimum scientific conditions for a publicity work taking into consideration artistic principles and the recognized persuasive rules of an advertising discourse.