Structures, Techniques, and Strategies of Advertising Discourse

Abstract

The contemporary advertising discourse represents a highly fertile ground for pragmalinguistic, rhetorical, and stylistic analyses due to its efficient exploitation of persuasion strategies, lexical creativity, verbal/non-verbal opposition, and stylistic contrast. This paper provides an analysis of the advertising phenomenon by referencing three key aspects of language (semanticity, creativity, and alterity), each serving distinct roles. Semanticity is articulated at the idiomatic level and serves as the foundation upon which subsequent pragmatic determination is built. Advertising creativity explores text construction by exploring linguistic resources that engage both the speaker and the recipient’s idiomatic and expressive competence. The third aspect, alterity, guarantees objectivity, as the only existing reality is the one that unfolds within the space of intersubjectivity, where the sign emerges.