Émergence de sens multiples dans le discours : sur l’exemple des structures lexico-syntaxiques des slogans
The Emergence of Multiple Meanings in Slogans

Summary/Abstract: This study is located at the interface between discourse analysis, pragmatics and syntax. Its objective is to show the existence of multiple interpretations of the linguistic signified in slogans. Our analysis brings out, on the one hand, the intensive character of the lexico-syntactic structures shared by slogans pertaining to green and social advertising, and on the other hand, the existence of the interpretive potential of the linguistic signified, correlated with the iconic signified in the slogans. The modality, some linguistic constituents and the surface deletions activate the implicit and cause multiple meanings to emerge.

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