Résumé:
By tapping into the world of media communication, the ambition of this work
takes care to describe one of his tools, idol of the modern era, namely
advertising, in this case mainly the one we found on television. Thesémiopragmatique approach, marked and enriched by other disciplines of
linguistics, actually allows to describe an area filled as technical and aesthetic
strategies. From this, the approach proposed in this thesis, supported by a
methodological apparatus of the pragmatics of language on the one hand and
semiotic models on the other hand, try out a comprehensive vision of the various
strategies implemented by the advertising of two distinct contexts: Algerian and
French. In this sense, first the work submits a large sample of television
commercials as cited in a comparative analytical approach and essentially within
three major ""organizations"", namely expository, argumentative and
iconic. These are tied to the context of the same broadcast, dependent on sociocultural presuppositions of the audience and often play a decisive role in the
design of commercial. Then the vision moves towards the recipient body whose
investigation leads to a series of performances sometimes positive and
sometimes negative and partially shared or neutral to the omnipresence of
advertising on the one hand and the extent of its strategies on the other hand.
