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...
| Main Authors: | , |
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| Format: | Article |
| Language: | fra |
| Published: |
Université Laval
2014-04-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | http://journals.openedition.org/communication/4984 |