LA PERSUASION PUBLICITAIRE
ADVERTISING PERSUASION

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Summary/Abstract: The deliberate rendering the message ambiguous that the advertising textapplies represents one of the advertising persuasion techniques and it isextremely used by the advertising creators. Thus, they exploit the languagecapacity of accepting more interpretations in certain cases, renderingambiguous the advertising text – by polysemy for example –, imposes amultiple reading. The two meanings coexist for the purpose of innovationand creativity, typical of the advertising language. Homonymy, homophony,synonymy, represent other procedures – frequently used in the advertisinglanguage, and we are going to mention them within the lines below.

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