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L'humour et le genre dans le discours publicitaire

Author

Listed:
  • Françoise Dorey

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

  • Monique Zollinger

    (CERMAT - Centre d'Études et de Recherche en MAnagement de Touraine - Institut d'Administration des Entreprises (IAE) - Tours)

Abstract

Le recours à l'humour dans le discours publicitaire s'est considérablement développé au cours des dernières années, mais plus récemment est apparue l'utilisation du genre du personnage et de son décalage avec l'identification sexuelle du produit comme ressort humoristique. Après avoir présenté les fondements du procédé humoristique de stimulation de l'attention puis analysé le recours à l'inversion des genres, les auteurs s'intérrogent sur les perspectives et la durabilité prévisible de ce nouveau registre publicitaire

Suggested Citation

  • Françoise Dorey & Monique Zollinger, 2000. "L'humour et le genre dans le discours publicitaire," Post-Print hal-00568795, HAL.
    • Handle: RePEc:hal:journl:hal-00568795
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