Stéréotype féminin et publicité
Female stereotype and advertising

Summary/Abstract: This article sets itself the task of reconstructing the attributes of Congolese society to women, starting from a discursive activity such as advertising, in relation to a preexisting cultural model. The goal is to understand how the stereotype activated and reported (by the advertiser) to a known cultural model, would contribute to the good functioning of the advertising argumentation and finally, in the case of advertising, get to sell the product and service.

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