Torben Vestergaard – författare

Whenever we pick up a newspaper or magazine, turn on the television or look at the heardings on roadsides, we are confronted with advertisements. These do more than simply sell a product - they work in subtle ways to persuade us to accept the way of life and pattern of our needs that they depict. This book is a revealing study of the strategies of persuasion advertisers use and of the crucial underlying assupmtions advertising makes.Focusing on magazien and newspaper advertising, the authors illustrate the reange of linguistic and visual techniques advertisers use to achieve emphasis and special effects. They consider how advertisements single out specific audiences for their address, and reveal the ways in which the advertiser preys on beliefs about sex roles and prejudices about social groups. The Language of Advertising is not a book which simply presents the results of an analysis of modern advertising. It seeks throughout to equip the reader with the techniques for his or her own examination of advertising ideology and of the social functions of advertising today.

Text in French. Le present volume contient des articles qui presentent une variete d'approches en analyse du discours et revelent de nouvelles reflexions encourageant la comprehension de la construction d'images publiques et d'ideologies impliquees dans les textes mediatiques. Les discours de la presse imprimee, de la radio, de la tele-vision et de l'Internet composent le point de depart des analyses presentees. Meme si les contributions se differencient au premier abord, donnant la preponderance aux notions telles que la polyphonie, la rhetorique, l'argumentation, l'intertextualite et la metaphore, les auteurs se reunissent d'un aspect qui se montre central pour les analyses du discours des textes mediatiques: les etudes de genre tant dans les discours oraux que dans les discours ecrits. Dans son introduction Professeur Kerbrat-Orecchioni souligne la diversite methodologique du champ de l'analyse du discours, et en ce qui concerne plus precisement les discours mediatiques, elle envisage la problematique des genres dans une perspective a la fois classique, et "revisitee" a la lumiere des theories recentes en analyse des discours et des interactions verbales.