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Répétitions et reformulations sur les emballages de produits courants : une quadruple illusion

Abstract : Repetition and reformulation on the packaging of everyday products: a fourfold illusion / Repetition is shown to be a structural aspect of the advertising genre at all levels of analysis of language and communication (phonic, lexical, semantic, intertextual intrageneric and extrageneric - when compared to other texts within or outside of the advertising discourse). This is investigated through a corpus of packaging of everyday products (in particular cosmetics). Reformulation - which combines repetition and differentiation - is a predominant aspect of this discourse, and is associated with specific functions. These consist essentially of giving the consumer the illusion that the content of the discourse they are reading is complex (which counters the wearing effect of repetition), the illusion of being informed (pseudo-didactic function), the illusion of scientific credentials (pseudo-scientific function), and the illusion of having a choice.
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Contributor : Clara Romero <>
Submitted on : Wednesday, October 19, 2011 - 5:52:40 PM
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  • HAL Id : halshs-00633918, version 1


Clara Romero. Répétitions et reformulations sur les emballages de produits courants : une quadruple illusion. Les cahiers de praxématique, Montpellier : Presses universitaires de la Méditerranée, 2006-, 2009, pp.133-158. ⟨halshs-00633918⟩



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