Le Temps – allié ou ennemi ? Sur les fonctions des stéréotypes du temps et de la qualité dans le discours publicitaire
Time - an Ally or an Enemy? About the Functions of Stereotypes on Time and the Quality of the Advertising Discourse

Summary/Abstract: The social imagery of time is also present in the French advertising discourse. In this type of communication, it brings some verified cultural values such as the rapidity, the novelty and the tradition understood like some vectors of the quality. Thus, the stereotype of the "time" is part of the arsenal of persuasive communication, inciting curiosity of the receiver in order to transform him into a buyer.

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