L’usage de l’argumentation en publicité
Advertising agencies define as a “selling proposition” or a “selling point” any aspect of an advertisement that aims to ensure its effectiveness. The authors contest this premise as being too indiscriminate and thus downplaying the specificity of argumentation in advertisement. The objective here is...
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| Main Authors: | , |
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| Format: | Article |
| Language: | fra |
| Published: |
Université Laval
2014-04-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | https://journals.openedition.org/communication/4984 |
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| Summary: | Advertising agencies define as a “selling proposition” or a “selling point” any aspect of an advertisement that aims to ensure its effectiveness. The authors contest this premise as being too indiscriminate and thus downplaying the specificity of argumentation in advertisement. The objective here is to define the notion and use of argumentation in advertisement. They present a case study of public advertisements made by the Quebec Ministry of Health and Social Services. |
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| ISSN: | 1189-3788 1920-7344 |