La violence dans les publicités télévisées algériennes Violence in Algerian televisual commercials

Abstract

From a corpus made up of eleven advertisements broadcast on various private Algerian channels, between 2014 and 2021, we will try to understand the balance of power transmitted through a discursive genre, based on precise normative values, having for capital purpose of promoting a marketed object and encouraging consumption. This is the televisual advertising discourse in an Algerian context. However, this kind of discursive media production, with persuasive and informative functions, in the Algerian context, can resort to lexical, semantic, prosodic and symbolic systems which establish a relation of domination in order to persuade the enunciator to adopt a new one behavior, with violence. In fact, the particularity of the context and the values that are given to words, in this kind of relationship, become not insignificant parameters in the apprehension of the communication contract and the understanding of the socio-cultural, economic and psychological data conveyed in the discourse television advertising in Algeria. In this case, a commercial type of communication contract which is based on symbolism violence.