La publicité – inépuisable source d’analyse
Advertising, an Inexhaustible Source of Analysis!

Summary/Abstract: We tried, without any thought of exhausting the matter, to do a brief presentation of some types of advertising texts through different examples found in French and Romanian advertising. Motley and polymorphous, the advertising language contains many aspects witch can be studied. Being permanently mobile and tending to get renewed in order to attract new targets, advertising shocks, seduces and opens study perspectives, attractive and interesting. The role of the advertising text is both informative and argumentative. These two sides may act through distinct structures or within the same structure. The concrete linguistic expression may privilege the informative side, in witch case it becomes, implicitly, an argumentative side, destined to induce the deliberate act that the addressee is supposed to do. The advertising text must seduce and persuade its lecturers. Within an argumentative situation, the persuasion depends, to a great extent, on the linguistic ability of the protagonists, on the manipulation of information and on the nature of the provided arguments. The argumentative speech is less submitted, within its formal structure, to strict rules and it rather emphasizes the linguistic creativity, the potential of combinatory rules proper to a language and its syntactic system. The content of the advertising message is divided in two types of data: the ones with reference to reality and the ones with reference to the field of what is preferential- the values. The facts are indisputable (there is an X product), while the values are the basis of the argumentation and they form the criterion to whom the argumentation may resort. We can distinguish four essential types of advertising text: demonstrative, narrative descriptive and prescriptive. Emphasizing the roles observes the stylistic criterion that imposes a certain kind of text.

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