LA MÉTAPHORE SEXUELLE COMME TOPIQUE LITTÉRARISANTE DE LA SCÉNOGRAPHIE CORPORELLE DANS LA PUBLICITÉ
SEXUAL METAPHOR AS A LITERARY TOPOGRAPHY OF BODY SCENOGRAPHY IN ADVERTISING

Summary/Abstract: The paradigmatic framework of this paper is represented by visual stylistics borrowing its methodological tools, but not its heuristic operation, from semiotics. The stylistics envisaged here will continue the quest for expressive singularity in terms of perlocutory efficiency. From a hermeneutic perspective, it will articulate the representation of visual identities via plastic encoding to the functioning of the generated speech. It will be the same for the narrative/poetic discourse embedding the marketing argumentation and finally the axiological level of the utterance which carries values defended by the brand that deploys it. This study aims to show that sexual metaphor, as a proven literary topos and playing on the scenography of projected bodies, is often invested by advertisers on a tensive scale where the implicit can give rise to an abstruse encoding able to support commercial argumentation.

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