Le discours publicitaire : du transfert de la culture à sa manipulation

Abstract

Advertising is not simply a commercial activity aimed to promote a product or service, but it is an attractive socio-economic communication space based on beliefs and representations. It is a creation closely linked to the cultural identities and social practices of a given community. The present contribution aims to show that the advertising discourse is not only an argumentative process conditioned by the value system of a culture, but it presents itself as one of the moderating forces that gradually and unconsciously manipulate the public's view of the world by tacitly imposing new representations.