Humour, sémiotique et rhétorique en publicité pour la Santé Humour, semiotics and rhetoric in Health advertising

Abstract : In 2008, the League Against Cancer launched a campaign of six posters.Using taboos (cancer of the colon, rectum, breast and uterus) humor and ethics, the utterer developed a sophisticated rhetoric from operations and figures (syllepse, implied paronomase, anaplodiplose, ...) to encourage friends and relatives at risk of one of these cancers to talk about screening. Through a semiotic analysis we «dismantle » mechanism of humour in order to show how humour, ethics, values and taboos are involved in the rhetoric of advertising. Just as the analysis reveals the semiotic generation of sense, the study of the texts, visuals and composition of the six posters enables us to distinguish between the different styles and rhetorical operations used by the taboo of those employed by humour. This article is from a more comprehensive and more general piece of work on humour, its types, its properties and the operations which are specific to it.
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https://archivesic.ccsd.cnrs.fr/sic_00366352
Contributor : Jérôme Guibourgé <>
Submitted on : Wednesday, April 8, 2009 - 9:25:37 AM
Last modification on : Wednesday, February 28, 2018 - 5:06:02 PM
Long-term archiving on : Wednesday, September 22, 2010 - 12:15:47 PM

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  • HAL Id : sic_00366352, version 2

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Jérôme Guibourgé. Humour, sémiotique et rhétorique en publicité pour la Santé Humour, semiotics and rhetoric in Health advertising. 2009. ⟨sic_00366352v2⟩

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