L’évolution des genres politiques sous l’influence de la publicité: un pacte orienté vers un rêve et une offre
Evolution of genres of political discourse under the influence of advertising: pact aimed at a dream and illusive offer

Summary/Abstract: The objective of the paper is to capture the changes, which are taking place in the genres of political discourse under the influence of advertising. The paper outlines the methodology known as the French discourse analysis, and defines both the political and the media discourse as well as the concepts of the contract, genre and strategy. The latter notion is of key importance for studying the influence of some genres and their design on others. The rhetoric of the advertisement, developed by the contemporary consumerist society, is primarily based on emotions. Emotional persuasion of advertising contrasts with classical political argumentation. The political genres are being penetrated by the logic of a dream and an illusive gift.

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