Advertising And The Analysis Of The Baosem Advertisements

Résumé: This thesis broadly deals with Language Rethorics and to what extent is similar or different from the advertising language. The present study starts by providing a general view of the rhetoric language and its main strategies in persuading the audience. A detailed analysis of some selected advertisements is explored and presented as true examples of the industrial advertising language. The adverts are picked up from the BAOSEM (Bulletin d'Appel des Offres du Secteur d'Energie et des Mines). This research is specifically based on demonstrating the different layers of meaning within the industrial advertising. It continues with pictures analysis so as to find the fundamental persuasive signs, and the different messages that arouse from these visual persuasive elements. In fact, the semiotic study is a completion to the primary semantic analysis of the BAOSEM advertisements. The application of the two methods of analysis shows that industrial advertising has specific characteristics that make it different from other types of advertising. This investigation work is composed of four chapters. It involves a study of the rhetorical, figurative and persuasive language which is preceded by the previous studies about the advertising language. Furthermore, it gives a short study of advertising, and the very common techniques and strategies that appear in the majority of adverts. The analysis of some BAOSEM adverts is undertaken and is directly followed by an analysis of images and illustrations that are published within given advertisements.

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