Éthique et humour en publicité

Abstract : Through the analysis of advertisements, we demonstrate how certain types of humor summon ethics, but also how this summoning weakens the confidence that the sender seeks to establish with the receivers. It thus appears that certain humorous types can render the advertisement inefficient regarding its objectives by playing on the receivers' modality of believing/not believing and the sender's modality of crediting/discrediting. In order to choose the « good » combination between these two alternatives of this modality and the crediting or descrediting the sender is helped by the semiotic generativity of the utterance. This article stems from a more complete and more general work about humor, its types and properties, as well as the operations inherent to it.
Document type :
Preprints, Working Papers, ...
version française page 1 à 16 version anglaise page 17 à 36. 2008

Contributor : Jérôme Guibourgé <>
Submitted on : Friday, March 6, 2009 - 3:35:14 PM
Last modification on : Thursday, September 8, 2016 - 5:00:31 PM
Document(s) archivé(s) le : Tuesday, June 8, 2010 - 11:11:23 PM


  • HAL Id : sic_00366346, version 1



Jérôme Guibourgé. Éthique et humour en publicité. version française page 1 à 16 version anglaise page 17 à 36. 2008. <sic_00366346>




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