COMMUNICATION ET RÉCEPTION DU DISCOURS PUBLICITAIRE
Communication and reception of advertising discourse

Summary/Abstract: Advertising, as entity of modern creativity, is based on intertextuality and interculturality in its persuasive process of social and emotional changing. Due to the evolution of mass media devices, the 20th century and the beginning of the current century contribute to the intensification of an authentic phenomenon of mergence in the collective imaginary: cinematography, fashion, television, politics, music, art, and last but not least, Publicity, as forms of „soft-power”, cease to belong to a certain group, thus almost instantaneously becoming legible at global scale; their intra and inter-semiotic translability makes them adaptable to all cultures, irreversibly shaping the collective mentality. Through persuasion techniques, the advertising strategies impose a daily „unconscious reading” on the consumer, promoting brands to the detriment of products, thus building an imaginary universe around brands as bearers of symbolic values. The analysis of the psychological factors that influence the people’s behaviour while buying/consuming by means of advertising represents a vast field where the psychological factors hold the upper hand; in this manner, perception – rational, emotional or subliminal – is shaped by our individual history, by the affiliation to one culture or another, less by the nature of the real stimulus and more by the context, by the past sensorial experiences, by the daily stereotypes, desires and projections. Learning, imitation, conformity, but also creativity and the desire for change represent the basis of the motivational mechanism to buy or not to buy a product/service and they also constantly determine our behaviour.

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