PLACE DES ÉMOTIONS ET DES NORMES SOCIALES DANS LA COMMUNICATION PERSUASIVE PUBLICITAIRE

Abstract

This article proposes to regard the social standards as « fundamental bricks” of the advertising language of persuasion. If publicity succeeds in making always pass from the “messages” (of the kind : the purchase of this product will be positive for you), it is while being useful of the social standards, that these standards are those of the greatest number or those of a particular group of prospective customers specifically concerned. It always evokes these social standards in its advertising settings in scene and the significances attached to the products presented always take support on these standards. This article attempts to show that the social standards thus are always evoked pictorially, in an allusive or metaphorical way, symbolically, formally…, through the settings in scene of presentation of the product. These are the social standards thus convened implicitly which take part in the indirect qualification of the product and its purchase or its possession. With through the examination of the operation of the social standards in advertising persuasion, the article will examine the exact place of the emotion in the advertising persuasive communication. Indeed, the emotion caused by publicity (or the persuasive speech) was always seen like a “key factor” of the success of the communication (cf. arguments known as “pathetic” of the old rhetoric) ; but the precise role of the emotion was not well defined. We will show (by thus joining great Perelman), that the emergence of the emotion is entirely related to the request of the values contained in the social standards. Thus, the social standards and the values which they contain us will apparaitront as the bases of a “fundamental grammar” of the advertising persuasive communication. They are used to make pass, in a hidden way, the positive significances who will be attached to the product.