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: | , |
|---|---|
| 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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| _version_ | 1850125901560283136 |
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| author | Christian Desîlets Gilles Gauthier |
| author_facet | Christian Desîlets Gilles Gauthier |
| author_sort | Christian Desîlets |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-6218bfd253bd4c1099fd47821e033dae |
| institution | OA Journals |
| issn | 1189-3788 1920-7344 |
| language | fra |
| publishDate | 2014-04-01 |
| publisher | Université Laval |
| record_format | Article |
| series | Communication |
| spelling | doaj-art-6218bfd253bd4c1099fd47821e033dae2025-08-20T02:34:02ZfraUniversité LavalCommunication1189-37881920-73442014-04-0132210.4000/communication.4984L’usage de l’argumentation en publicitéChristian DesîletsGilles GauthierAdvertising 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.https://journals.openedition.org/communication/4984argumentationadvertisementQuebecmessageeffectiveness |
| spellingShingle | Christian Desîlets Gilles Gauthier L’usage de l’argumentation en publicité Communication argumentation advertisement Quebec message effectiveness |
| title | L’usage de l’argumentation en publicité |
| title_full | L’usage de l’argumentation en publicité |
| title_fullStr | L’usage de l’argumentation en publicité |
| title_full_unstemmed | L’usage de l’argumentation en publicité |
| title_short | L’usage de l’argumentation en publicité |
| title_sort | l usage de l argumentation en publicite |
| topic | argumentation advertisement Quebec message effectiveness |
| url | https://journals.openedition.org/communication/4984 |
| work_keys_str_mv | AT christiandesilets lusagedelargumentationenpublicite AT gillesgauthier lusagedelargumentationenpublicite |