BOOK IN FRENCH

Collection

KNOWLEDGE OF LANGUAGE

Author: Stéphanie Pahud

Book with many colour illustrations

“Stéphanie Pahud's book clearly indicates the tracks of an essential collaboration to the social sciences and society, artificially divided by the academic institutions in competing Faculties.”

“An advertisement deserves the same attention as a poem or any other literary text. It socially makes sense and requires a linguistic as much as sociocultural decoding with the assistance of the ancient rhetoric’s knowledge and modern linguistics.”

Jean-Michel Adam, professor of French linguistics - University of Lausanne (Switzerland)

In economic terms, the gender system is a cornerstone of the advertising discourse. It is involved in market segmentation, media and support selection, the external appearance of products, the tone of campaigns, the choice of the sales points and, of course, the advertisement scripts. On the other hand, symbolically, the advertising discourse is a privileged agent of the gender imaginary which circulates in its distribution context. In this position, confronted with an increasingly competitive market, the increasing instability of consumers as well as mounting media, academic and public criticism to the stereotypes, the advertising discourse is brought to propose increasingly diversified representations of men and women. This work, which stems from the linguistic analysis of discourse, falls into the complexity of these advertising variations on the feminine and the masculine and deciphers gender imaginary in which they are concerned. In addition, it raises the question of the political dimension of academic research.

Format: 24 X 17 cm

Number of pages: 328

Editor: Arttesia Editions

ISBN: 978-2-940434-04-6