ET VOS IDÉES ONT DU GÉNIE ! RHÉTORIQUE DE LA MARQUE

Abstract

In order to appeal to us and convince us, brand names develop a complex set of rhetorical techniques. Thus, they use various stories illustrating the creation or the evolution of these brand names, along with stories regarding ways of consuming as well as consumers themselves. These brand names also rely on values and use a range of communication techniques in order to adapt to the consumers’ degree of approbation. The current food brand names to be found throughout the major supermarket networks, notably Michel et Augustin, is used as a basis for case studies concerning the brand name rhetoric which, we believe, relies on a triple dimension which is simultaneously theme-oriented, axiological and modal.