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PUBLICITÉ ET PRÉSUPPOSÉS SOCIO-CULTURELS : CAS DES AFFICHES DES MARQUES RACINES ET KOPERWIEK

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Author: 
Thomas NIKIEMA and *Sobzanga Edouard SAWADOGO
Country: 
Burkina Faso
Volume & Issue: 
Volume 05, Issue 08, August 2023
Page No: 
4981-4988
Abstract: 

Considérée dans toutes ses formes, la publicité est essentiellement une activité persuasive qui s’appuie sur les habitudes des individus afin de les amener à consommer un produit commercial donné. La persuasion publicitaire passe par la séduction et la représentation du rêve auquel le public cible peut facilement s’identifier. Ce présent article a pour ambition d’analyser des affiches publicitaires des marques Racines etKoperwiek en nous appuyant sur les signes iconiques, plastiques et linguistiques favorisant l’identification du public cible à travers son histoire, son appartenance culturelle, ses mœurs, ses pratiques et habitudes sociales, ses pratiques langagières. Pour y parvenir, nous nous sommes appuyés aux théories de la sémiotique visuelle deNicole Everaert-Desmedt (1984) et dela sémiolinguistique dePatrick Charaudeau (1995).

KeyWords: 
publicité, présupposés socio-culturels, sémiotique visuelle, sémiolinguistique, Racines et Koperwiek.