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Master thesis

Analyse linguistique des énoncés d'accroche à l'impératif sur l'exemple des publicités vertes du français et du polonais

Abstract : The aim of the following master’s thesis is to analyse contemporary advertising slogans containing the imperative phrase on the example of some green advertisements in French and Polish and to identify similarities and differences between advertisements in these two languages. Twelve advertisements created between 2012 and 2021 were selected for analysis from the hundred and two advertisements collected. They were divided into two groups: French and Polish ads. In our analysis, in addition to the verbal parts, we also took into account the visual parts of the selected advertisements, as they are an integral part of the advertisements and increase the persuasiveness of the slogan. In addition, we tried to define the addressee(s) of the advertisement, the relationship established between both speakers as well as the type of arguments used in the discourse in order to convince the target audience. We also investigated whether the selected advertisements used ecological motives. Our analysis showed that Polish and French advertisements contain differences in the linguistic parts resulting from the specificities of these two languages. Their persuasive power is based mainly on the choice of vocabulary, the multiplicity of interpretations and the visual part of the advertisements. The use of the imperative sentence makes the advertisement more direct and allows for an immediate relationship between the author and the receiver of the message, influences the choice of the audience and allows for the creation of an imitation of dialogue.
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Master thesis
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https://dumas.ccsd.cnrs.fr/dumas-03794495
Contributor : UGA - LLASIC Sciences du langage & FLES Connect in order to contact the contributor
Submitted on : Monday, October 3, 2022 - 12:01:31 PM
Last modification on : Friday, October 7, 2022 - 3:14:25 AM

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  • HAL Id : dumas-03794495, version 1

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Karolina Kłak. Analyse linguistique des énoncés d'accroche à l'impératif sur l'exemple des publicités vertes du français et du polonais. Sciences de l'Homme et Société. 2022. ⟨dumas-03794495⟩

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