Saisir l’intérêt du public : l’adaptation pragmatique de la publicité
Capturing the Audience’s Interest : the Pragmaticv Adaptation of Advertising

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Summary/Abstract: The article presents the most important characteristic which differentiates advertising from most of the other phenomena of mass communication, i.e. pragmatic adaptation withits two main pillars: knowing your audience and attracting its interest. Creativityspecifically used in advertising is thus analysed both at the level of image and at that of thetext. The author’s conclusion is that more o society develops more it needs advertising, thelatter becoming one of the main arts of the present time.

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