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SAOUSSANY, Amina. Les manifestations de l'humour comme procédé de persuasion dans la communication publicitaire au Maroc: le cas des opérateurs Télécoms. In: Intertext . 2018, nr. 1-2(45-46), pp. 231-239. ISSN 1857-3711.
|Numărul 1-2(45-46) / 2018 / ISSN 1857-3711|
Advertising, as a mirror amplifying the fluctuations of society and consumer behavior, is expressed following the rhythm of trends and makes more and more appeal to humor. This communicative phenomenon - whose importance has consistently been growing in television, radio, cinema and the internet - tends in a certain way to make the message visible by combining laughter with argumentation. It also serves to trigger the emotion and arouse the interest of passive consumers who are in states of minimal involvement. What can humor bring to the advertising message? Can it bring a complement of meaning whose outlines should be determined, visibility that leads to an agreement between the advertiser, the brand and the customer, or message memorization, or else a persuasive aim that triggers the recipient's purchasing behavior? It is such questions and several others that we will try to answer in this contribution. Through an examination of a corpus of advertisement for the operators of telecommunications in Morocco, the present article aims, on the one hand, to look at the humor deployed in such advertisement and related communicational issues and, on the other hand, to explain its staging mechanisms. Our choice of the telecommunication sector in Morocco is motivated by the fact that advertising in this sector has enjoyed, in recent years, a remarkable development both in terms of its expression and the level of the media implemented.
humor, Advertising, communication, persuasion,
telecommunication sector, memorization, game.