STRATÉGIES ARGUMENTATIVES DISSOCIATIVES COMME MOYEN DE DÉTOURNEMENT DE LA PERCEPTION COMMUNE DANS LE DISCOURS PUBLICITAIRE
DISSOCIATIVE ARGUMENT STRATEGIES AS A MEANS OF DISTURBING THE COMMON PERCEPTION IN ADVERTISING

Summary/Abstract: Our paper intends to study the argumentative strategies applied to the discourse of advertising taking into account not only the linguistic elements, but also (and especially) the semiotics of the static image. Dissociation, a linguistic concept less studied by Francophone linguists (even less used as an argumentative strategy in advertising) proves to be a very efficient one when applied to this type of discourse. Our theoretical frame is represented by the famous treatise by Perelman and Olbrechts-Tyteca, “The New Rhetoric”, but also by the latest research in the field of dissociation led by A. van Rees and T. Konishi. The commercial posters analyzed are part of a successful advertising campaign led by Unilever company (Dove) in 2004, campaign having as a main topic the feminine beauty as seen in the contemporary public sphere. We analyze the dissociative discursive processes used to change the perception and especially the semantic core of the concept of “feminine beauty”. The semiotics of the static image and the polemic definitions given will be the conceptual battlefield of two different ways of seeing feminine beauty – the stereotyped perception, widespread in the public sphere, and the new perception, as presented by the advertising agency. The opposition between the two perceptions will be analyzed in terms of dissociation, argumentation and rhetoric.

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