La publicité télévisée – modèles de persuasion dans le contexte de la culture (analyse du même spot en Roumain, Français et Anglais)
Television advertising - persuasion models in cultural contexts (analysis of the same spot in Romanian, French and English)

Summary/Abstract: In the present study we would like to examine the persuasive nature of the discourse of TV advertising. As Adam and Bonhomme have pointed out (2005: 19), the rhetoric of advertising should be conceived in terms of persuasion and action (the discourse of advertising has to convince the consumer to buy). Within a theoretical framework defined by pragmatics and text linguistics, the strategies of message production and interpretation make use of a complex set of intellectual operations (Adam & Bonhomme, 2005: 107). Current research adopts a cognitive conception of language and the linguistic activity is considered as a multiple competence which requires the integration of several sub-activities, such as memory activation or the management of inference strategies (Ibidem, p. 108). Our goal is to compare TV advertising in Romania, France and England and what we want to analyze is the extent to which the cultural characteristics of every country are taken into account when planning a TV commercial. Standardizing a message is a problematic issue. We have noticed that nowadays there are changes in the consumer behavior: there is a preference for the products and brands of their own countries or for the products and brands that are supposed to represent them. In the analysis of the TV commercial of Orange – The digital revolution is underway we want to assess the quality and the persuasive force of its message and to answer the question: do the words and the images blend into a magic formula in order to ensure the success of the commercial with the audiences of the three countries?

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