Le langage universel de la publicité
The universal language of advertising

Summary/Abstract: Advertising seems to be the universal language of our age: its messages are understood by the recipient regardless of his mother tongue. The idea of an universal language is very old in European culture: Plato, Raymond Lulle, Athanasius Kircher, Leibniz, Descartes and Jonathan Swift explored this subject. Therefore, advertising, as a universal language, could seem to be the culmination of these multi-millennial efforts. However, this is not the case, because the universality of advertising is one-dimensional: its purpose is merely to make you buy. Therefore, advertising is only a partial solution to the problem of universal language.

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