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This paper proposes the integration into a coherent whole of current insights from two linguistic approaches, cognitive and systemic functional linguistics, with the aim of trying to develop an analytical tool that will allow users a deeper understanding when examining advertising discourse, which is characterized by relying on a multimodal universe since two are the semiotic modes used: language and pictures. Under this framework, two different advertisements, taken from two magazines, Telva and Gentleman, have been analyzed with specific attention to the role of the authorial voice. The goal is twofold: firstly to investigate how, in every advertisement, this multimodality works towards presenting a particular product from a very desirable and attractive perspective; and secondly to unravel the values and ideology behind the use of this type of discourse. The results show that values such as those of exclusivity or refinement (first advert) or having a perfect shape (second advert) are highly valued in the culture where those adverts are embedded.

Ad recipients have wide-ranging experiences of perceiving other texts. The discourse strategy of intertextuality is used in advertising when these experiences become the basis of perceiving ad messages. The presence of voices from other texts or text types in an advertising text marks intertextuality of a heteroglossic type. This article studies heteroglossic ads and their dialogic character. It focuses on how dialogism in ads empowers the participants, adds interactivity, strengthens the involvement of the recipients and positions them in the role of co-authors. The voice of the producer or a symbolic representative of the product such as a well-known entertainment or sports celebrity, thinker or a politician helps build a relationship between the recipient and the product and thus creates an emotive and attitudinal layer of meaning via exploring the recipient's mental space.

Works of popular culture such as songs or films referred to in printed advertisements can be understood in terms of intertextuality as a discourse strategy. These references allow recipients' mental space processing of the advertisement, thus enabling the recipients to become co-authors of the message. Multigeneric intertextuality, i.e., exhibiting the switch of genres, is a major type of mass culture intertextual reference. This paper deals with its employment in ads and its twofold function of building a desired emotional attitude towards the advertised item through exploring the mental space; and enhancing memorability by contextualizing the product in a novel way. This capacity makes intertextuality an effective advertising discourse strategy.

This article performs a reading of an advertising film promoting an enterprising spirit that circles around passion and enjoyment. Turning to psychoanalyst Jacques Lacan for theoretical support, it explores the relationship between advertising and enjoyment as it has been thought in a Lacanian vein, and proposes that at least three different dynamics are at play in the advertisement. The article centres on an understanding of the advertisement’s administration of enjoyment that pertains to what Lacan (2007) labelled the ‘the university discourse.’ While the dynamics highlighted through this discursive mode remains within the paradigm of an economy of desire, the article explores the possibility of understanding the enterprising example it sets as also, and more significantly, promoting an economy of the drive.

Through this contribution, we intend to explore the advertising discourse semiotics by analyzing three phenomena: the myth and sacred, the advertising time and the image, being a particular language. We'll try to explain, through theory and examples, the semiotic functioning of all a philosophy of persuasion engaged in the construction of the advertising discourse. We'll also show how the speaker (advertising man) plays with these semiotic elements in order to get to the deep subconscious of his receiver., Nous nous proposons dans cette contribution d¿explorer la sémiotique du discours publicitaire à travers l'analyse de quatre phénomènes : le mythe et le sacré, le temps publicitaire et l'image en tant que langage particulier. Nous tenterons d'expliquer, par la théorie et l'exemple, le fonctionnement sémiotique de toute une philosophie de persuasion engagée dans la construction du discours publicitaire, et de montrer comment se joue le locuteur (publicitaire) de ces éléments sémiotiques pour atteindre son récepteur au plus profond de son subconscient.

In the current socioeconomic system, that is heir of the industrial revolutions, the subjects-object are valuable whereas products, since the persons are the objects of transaction. The current man is the target for companies. Products, services, ideas, etc., that become commercialized, are means to reach to the real product: the man. The present work tackles a semiotic study on a sample of current television advertising, with the aim to analyse the dissolution of the differences between subjects and objects that appear in the advertising discourse. All this comports the apparent disappearance of the differences of class and the underlying effective been of the social inequalities. Current advertising, its discourse, guides us to the mock social success, but intensify the real discrimination through his ideological framework., En el sistema socioeconómico actual, heredero de las revoluciones industriales, los sujetos-objeto son valiosos en tanto que productos, puesto que son los individuos los objetos de transacción. El hombre actual es el target para un sinfín de empresas de todo tipo. No hay mejor definición que el término anglosajón que se traduce como diana u objetivo. Los productos, servicios, ideas, etc. que se comercializan son meros medios para alcanzar al verdadero producto: el hombre. La presente investigación aborda un estudio semiótico sobre una muestra de publicidad televisiva actual, con el fin de analizar la disolución de las diferencias entre los sujetos y objetos que aparecen en el discurso publicitario. Todo ello conlleva la aparente desaparición de las diferencias de clase y la existencia efectiva subyacente de las desigualdades sociales. La publicidad actual, su discurso, nos guía hacia el éxito social simulado, pero apostilla la discriminación real a través de su entramado ideológico.

This paper attempts to ascertain whether ads targeting women confirm theoretical claims about the discourse of women. It also offers a viewpoint on whether or not the generally observed facts about women's discourse relate to advertising discourse. Printed ads appearing in American female-oriented magazines were collected and analyzed to find out how language featured in them corresponds to women's language in general. The paper takes a closer look at the irregularities and exceptions found in the language use and tries to ascertain reasons for these irregularities.

In this paper we intend to map out some of the dominant values in print advertisements announcing different types of environmentally friendly products and services from energy (oil, electricity, etc.) and heavy industry corporations. We will analyse the qualities and values explicitly linked to ecological samples through metaphors, metonymies and image schemas and the way in which they are introduced in advertising discourse. To this end, we have selected a corpus of sample advertisements published in 12 editions of The Economist, a well-known, prestigious business magazine. The Lakoffian semantics analysis will be used in order to give us a more reliable estimate of values and metaphorical processes linked to environmental topics as well as an account of the cognitive and discursive means used to denote them.

The objective is to analyze the structural and photographic discourse of the Autumn-Winter campaign 2008 of FES stores for young people. This was done by a semiotic theory and a critical-structural methodology of discourse. An analysis of 4 advertising photographs was done, and at once an analysis of the discourse "FES says no to violence against Women", which explains the campaign's target. The result is: The discourse was subjected to production condition (society of control) and makes advertising a way to homogenize subjectivity of masses to consume. Recognition conditions demonstrate that this advertising discourse of symbolic violence means a type of violation of Men and Women Rights. An action like this requires commitment of Psychology in order to promote the social humanizing change, by means of university teaching and professional tasks., El objetivo es analizar el discurso estructural y fotográfico de la campaña publicitaria Otoño-Invierno 2008 de la tienda de ropa juvenil FES, desde una teoría semiótica y una metodología de análisis crítico-estructural de discurso. Se realizó un análisis a 4 fotografías publicitarias y al discurso "FES dice no a la violencia contra la Mujer", que explica el objetivo de la campaña. El resultado es: El discurso sometido a la condición de producción (sociedad del control) hace de la publicidad una forma de homogenizar la subjetividad de las masas para que consuman. Las condiciones de reconocimiento demuestran que la violencia simbólica hace de este discurso publicitario una forma de violación de los derechos de Hombres y Mujeres. Un hecho como este requiere del compromiso de la Psicología para promover el cambio social humanizador, tanto en la enseñanza universitaria como en su ejercicio profesional.

[EN] In this paper we intend to map out some of the dominant values in print advertisements announcing different types of environmentally friendly products and services from energy (oil, electricity, etc.) and heavy industry corporations. We will analyse the qualities and values explicitly linked to ecological samples through metaphors, metonymies and image schemas and the way in which they are introduced in advertising discourse. To this end, we have selected a corpus of sample advertisements published in 12 editions of The Economist, a well-known, prestigious business magazine. The Lakoffian semantics analysis will be used in order to give us a more reliable estimate of values and metaphorical processes linked to environmental topics as well as an account of the cognitive and discursive means used to denote them.

Algo que identifi ca al joven de hoy es la telefonía móvil, una nueva tecnología que invade todas las esferas de la vida pública y privada, cuya presencia se hace sentir a través de una multiplicidad de "ring-tones". Este trabajo tiene como objetivo general describir la interrelación que se da entre la manipulación de los medios a través del discurso publicitario sobre celulares, la construcción de la identidad juvenil y la prostitución de lo que otrora fuera un bien necesario como el teléfono. Se abordó un corpus compuesto por varios avisos publicitarios que circularon en los diarios venezolanos El Nacional, La Verdad y Panorama durante agosto de 2005, desde la perspectiva teórico-metodológica de la semiótica crítica de González de Ávila y de la semiótica de la cultura de Lotman. También se utilizaron algunos aportes de Magariños de Morentin relacionados con la semiótica de los mensajes publicitarios, así como los de Caro Almela, Bourdieu, Pasquali y Eco sobre los mass-media. Los resultados revelaron una manipulación mediática a través del discurso publicitario, dirigida a crear la urgente necesidad de poseer un celular, porque éste es el signo-mercancía con el cual se identifi ca el joven actual. Una conclusión preliminar indica que la no-posesión de ese aparato hace aparecer al joven como un "excluido" de ese mundo de la telefonía móvil., Mobile telephony is something that identifi es the current young. This is a new technology that is present in all fields of both public and private life, and whose presence can be felt across the "ring-tones" multiplicity. This paper describes the relation between mass-media manipulation across the advertising discourse about cell phones, the youthful identity construction and the prostitution of an ancient necessary possession like the telephone. A corpus of some advertising announcements that appeared on Venezuelan newspapers El Nacional, La Verdad and Panorama during August 2005 was analyzed, from a theoretical-methodological González de Avila critical semiotics and Lotman semiotics of culture perspective. Also, Magariños de Morentin's contributions about the advertising messages, as well Caro Almela, Bourdieu, Pasquali, and Eco's contributions about mass-media. The results show a mass-media manipulation across the advertising discourse. This manipulation is focused on creating an urgent necessity to own a cell phone, because this is the sign-goods that identify the current young. As a preliminary conclusion, it can be said that the non-possession of a cell phone makes young people appear as "excluded" from that mobile telephony world.

The purpose of this paper is to present a preliminary approach to the study of blurbs, brief texts traditionally displayed on bookcovers, and nowadays also on the Internet, which provide information about a book to potential readers. This study focuses on four of the most widelyknown publishing and bookselling companies in the English-speaking world: Penguin, Ballantine, Routledge, and Barnes & Noble, and analyses more than 60 blurbs displayed on their web sites. The study indicates that blurbs may constitute a genre characterised by a definite communicative purpose and by the use of specific linguistic and discourse conventions. Blurbs perform an informative function based on the description of the contents of a book. But this function is secondary to their persuasive purpose, characteristic of advertising discourse, because blurbs recommend the book by means of review extracts from various sources in an attempt to persuade the prospective reader to buy the "product." In order to achieve their communicative purpose, blurbs make use of a wide range of linguistic and discourse conventions typical of advertising discourse: complimenting, elliptical syntactic patterns, the imperative, the address form "you," and what I have called "curiosity arousers," usually in the form of rhetorical questions and excerpts from the book

Dado el uso exacerbado que hace el discurso publicitario de los aspectos formales, es habitual que se le identifique sin más con el género demostrativo de la retórica clásica. Sin embargo, si se le coteja detenidamente con los tres discursos persuasivos analizados por Aristóteles, se observa, en términos generales, que el publicitario, en mayor o menor medida, participa de las características de todos ellos, y, en términos particulares, que se identifica sobre todo con el deliberativo, pues comparte con él la totalidad de sus características., The advertising discourse uses profusely the formal aspects and that is why it is usually identified with the demonstrative genre of the classical rhetoric. However, if it is at length compared with the three persuasive discourses analysed by Aristotle, we can observe in general terms that the advertising discourse shares, to a large or a lesser extent, the characteristics of them all, and in particular terms, it is mostly identified with the deliberative discourse, because it shares with it all its characteristics., Le discours publicitaire fait un l’emploi exacerbé des aspects formels et c’est pour ça que l’on a l’habitude de l’identifier avec le genre démonstratif. Mais, si nous le confrontons attentivement avec les trois discours persuasifs analysés par Aristote, on peut observer, d’un point de vue général, que le discours publicitaire, à une moindre ou une majeure échelle, fait part des caractéristiques de tous eux, et, d’un point de vue particulier, qu’il s’identifie surtout avec le genre délibératif, puisque il partage avec lui la plupart de ses caractéristiques.

Nous étudions, par deux exemples d’hétérogénéité non marquée (publicité Virgin Radio et allocution de M. Le Pen), les relations interdiscursives entre discours politique et discours publicitaire. À l’aide des notions d’interdiscours et de formation discursive (Pêcheux), prolongées par celles de doxa et de stéréotypie (Sarfati), nous décrivons les fonctionnements à l’œuvre, étudions leurs enjeux socio-idéologiques et envisageons leurs implications théoriques pour une sémantique discursive. La notion de frontière est ainsi abordée dans une perspective discursive, à travers notamment les relations entre idéologie et doxa, et le concept d’idéologisation. En questionnant les frontières du discours politique et publicitaire, nous montrons que le passage de l’un à l’autre dépasse le simple mimétisme stylistique, ou la stratégie rhétorique : ce changement importe avec lui un ensemble d'éléments propres à la situation d’échange, vus comme sémiotisation spécifique d’objets, dont la réussite dépend des topiques propres au genre et au discours. Le questionnement des frontières peut se situer à un niveau métadiscursif (cas de Marine Le Pen) montrant un dysfonctionnement socio-discursif dans l’espace public, mais l’interdiscursivité est aussi et surtout subversive, questionnant alors la frontière entre dicible et indicible, créant et confrontant des réseaux de conflictualité entre topiques divergentes., Studying how discourses and meaning circulate in order to get at the interdiscourse Using two examples of unmarked heterogeneity (a Virgin Radio advert and a speech by Marine Le Pen), we study the interdiscursive relationship between political discourse and advertising discourse. The notions of interdiscourse and discursive formation (Pêcheux), developed alongside those of doxa and stereotyping (Sarfati) are called on in describing the functions involved, studying their socio-ideological implications and considering the theoretical implications they have for discursive semantics. This allows the notion of frontier to be examined in a discursive perspective (through the relationship between ideology and doxa), as well as the concept of ideologization. By calling into question the frontiers between political and advertising discourse, we show that going from one to the other is much more than simple stylistic imitation, or rhetorical strategy: it is attended by a whole set of elements connected with the situation of the exchange – considered as specific semiotic renderings of objects – whose success depends on topics linked to genre and discourse. These frontiers may be examined and questioned at a metadiscursive level (as for Marine Le Pen), to show socio-discursive dysfunctioning in the public arena, but interdiscursivity is also and above all subversive, calling into question the frontier between the sayable and the unsayable, creating webs of conflict between diverging topics and playing them off against each other.

Currently topical issue of transformation of the social position of women in the new socio-cultural realities, combining work and household work, child-rearing and promotion, partnerships in family and marriage, etc. the Entire list of these problems is reflected in the information submitted by mass communications. Today, women constitute the main group of the solvent and competitive buyers in the market today. In this regard, modern is focused on a new group of consumer demand, which are formed by women and for women. Values and perceptions about the role of women and men in society are reflected in the information flows broadcast by the media. The way the media portrayed social roles of men and women has a great influence on the social status of women.

The historical realities of the end of the 20th century, which resulted from the ,,modernization” of society, led to the transformation of the family structure, the emergence of specific features of the modern family, which have a disorganizing impact on the institution of the family. The spread of low-income families, the devaluation of traditional family relations, and the increase in the number of divorces, the change in the reproductive attitudes of the population-these phenomena characterize the crisis situation of the institution of the family in modern Russia. The negative tendencies that accompany the development of the modern family negatively affect the stability of the social structure, since the functions performed by the institution of the family are practically irreplaceable functions of other social institutions. Dysfunctional changes in the modern family make it urgent to find effective ways to solve the family-demographic problems of Russian society. At the macro level, the task of maintaining the family institution becomes a priority for the state, for which the preservation of the family institution has a social and economic significance. In recent years, a number of legal acts have been adopted in Russia, which have a normative and recommendatory character regarding the need for an integrated approach to solving problems of information support for family and demographic policy.

The article deals with the pragmatic analysis of code switching on the basis of comparative study of advertising discourse texts in English, French and Russian in order to find out current trends in the use of the dominant foreign pragmonyms in advertising texts. In determining a communicative intention of the sender of advertising messages the pragmalinguistic analysis allowed to establish basic and extended switching functions. By applying the methods of generalization and comparison, the component and contextual analysis of the language units as part of the context in different matrix languages, the selection of the advertising text, often subjected to code switching, have been identified. Thus, systematization of structural features of code switching in advertising discourse in different languages presented in the study contributes to developing translation aspects of advertising messaging, as well as issues of multilingualism in sociolinguistics. In addition, the analysis of pragmatic functions of switching and structural models and linguistic appearance of pragmonyms allows to more competently create and edit advertising texts for specific target audiences. In general, the technology of the study of the advertising text for linguistic code switching opens further prospects for comparative analysis in this area based on the material of other genres and discourses to more accurately identify pragmatic functions of present code changes.

The article deals with the pragmatic analysis of code switching on the basis of comparative study of advertising discourse texts in English, French and Russian in order to find out current trends in the use of the dominant foreign pragmonyms in advertising texts. In determining a communicative intention of the sender of advertising messages the pragmalinguistic analysis allowed to establish basic and extended switching functions. By applying the methods of generalization and comparison, the component and contextual analysis of the language units as part of the context in different matrix languages, the selection of the advertising text, often subjected to code switching, have been identified. Thus, systematization of structural features of code switching in advertising discourse in different languages presented in the study contributes to developing translation aspects of advertising messaging, as well as issues of multilingualism in sociolinguistics. In addition, the analysis of pragmatic functions of switching and structural models and linguistic appearance of pragmonyms allows to more competently create and edit advertising texts for specific target audiences. In general, the technology of the study of the advertising text for linguistic code switching opens further prospects for comparative analysis in this area based on the material of other genres and discourses to more accurately identify pragmatic functions of present code changes.