POUR NOËL, JE VOUDRAIS… OU COMMENT SE RÉALISE LA COMMUNICATION PERSUASIVE DANS LES CATALOGUES DE JOUETS

Abstract

with easy penetration into the home, toy catalogues stand somewhere between medium communication and mass communication. In the context of discourse analysis, we will perform a polysemiotic study (text and pictures) to reveal the mechanisms of persuasive communication in this medium. Giving information is a tacit commitment within the communication process between the distributor (seller) and the customer. Linguistic and textual productions (marks) of discourse about the product confirm the informative dimension of this type of communication but reveal nevertheless the presence of a “seller”. Between the explicit and the implicit, commercial speech is also present in the catalogue’s macrostructure through polyphonic discourse. All these elements combine to produce persuasive speech.