الخطاب الإعلاني في الصحافة الجزائرية المعاصرة بين الإقناع والتخييل : نماذج مختارة من الخطاب الإعلاني الجزائري

Abstract

The press in Algeria is a pivotal media outlet, which has evolved from a colonial tool to a national platform that contributed to promoting identity and spreading cultural and political awareness; The"advertising discourse in the contemporary Algerian press was between persuasion and fiction – selected models of Algerian advertising discourse " the subject of our study . Advertising discourse is considered an effective means of communication aimed at influencing the behavior of the recipient, relying on the media to convey convincing messages based on rational arguments and a clear language that objectively highlight the advantages of products. Each of persuasion and fiction is two essential elements in the speech, as it is employed persuasive to change behaviors and attitudes, while fiction gives an aesthetic and artistic dimension, especially in poetic texts that reshape the reality with an expressive artistic vision, which makes the advertising discourse depend on persuasion more than fiction because it seeks to influence the behavior of the consumer through logical arguments more than emotional influence or emotional effect The fiction.