Les stratégies publicitaires télévisuelles algériennes et françaises.

Abstract

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.