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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Bibliographic Details
Main Authors:	Christian Desîlets, Gilles Gauthier
Format:	Article
Language:	fra
Published:	Université Laval 2014-04-01
Series:	Communication
Subjects:	advertisement argumentation Quebec message effectiveness
Online Access:	http://journals.openedition.org/communication/4984

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spelling	doaj-d3690bfb239549a2be26e29bd48af9fa2021-09-20T06:34:29ZfraUniversité 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.http://journals.openedition.org/communication/4984advertisementargumentationQuebecmessageeffectiveness
collection	DOAJ
language	fra
format	Article
sources	DOAJ
author	Christian Desîlets Gilles Gauthier
spellingShingle	Christian Desîlets Gilles Gauthier L’usage de l’argumentation en publicité Communication advertisement argumentation Quebec message effectiveness
author_facet	Christian Desîlets Gilles Gauthier
author_sort	Christian Desîlets
title	L’usage de l’argumentation en publicité
title_short	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_sort	l’usage de l’argumentation en publicité
publisher	Université Laval
series	Communication
issn	1189-3788 1920-7344
publishDate	2014-04-01
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.
topic	advertisement argumentation Quebec message effectiveness
url	http://journals.openedition.org/communication/4984
work_keys_str_mv	AT christiandesilets lusagedelargumentationenpublicite AT gillesgauthier lusagedelargumentationenpublicite
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L’usage de l’argumentation en publicité

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