Complementaritatea iconic - lingvistic în discursul publicitar
Iconic-Linguistic Complementarity in Advertising Discourse

Summary/Abstract: The aim of this paper is to show (through a theoretical part provided with concrete examples) how the author of the commercial written discourse manages to attract the consumer's attention, to persuade him by the means of rhethorical strategies resulted from the combination of the linguistic level with the non-verbal language (the images). The examples, taken from the contemporary reality, are also meant to demonstrate if modernity requires meditation as much as antiquity did or if they confirm Eco's conception according to which advertizing is a particular way of communication, specific to mass culture, a way of communicating which offers to it's addressee exactly what he expects from it, enjoying when he discovers new apparently messagges, but already known by him.

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