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- Title
La force des mots quand l’image agit en premier : le cas du site Promod de ventes en ligne de produits vestimentaires.
- Authors
SCRIPNIC, Gabriela
- Abstract
Treated as sexy and daring, wonderful or splendid, or, on the contrary, as horrible and kitsch, clothing pertains to sociological, historical and cultural domains, while the discourse on dress code could be approached from the terminological, enunciative, argumentative or rhetorical points of view. Furthermore, it should be pointed out that the choice of a particular garment is not always triggered by one’s long reflection in the mirror of various shops, but it is rather the result of a spontaneous decision, taken in front of the personal computer, under the effect of the visual and the verbal which act jointly on the human mind. In this context, this study takes into account the French prêt-à-porter brand Promod, more precisely the promotional discourse of the online sales site. The analysis is carried out on the description of the items of clothing from the section Les robes à aimer, in order to highlight the discourse strategies used by the Promod team to attract the public within a space where the visual has primacy as element of persuasion. The identification of the linguistic devices used to describe the products will also allow us to draw up the “identity card” of the Promod brand, in terms of dresses for the 2018-2019 season.
- Subjects
IDENTIFICATION cards; PUBLIC spaces; INTERNET sales; PERSONAL computers; DRESS codes; ROBES
- Publication
Mélanges francophones, 2019, Vol 14, Issue 17, p213
- ISSN
1843-8539
- Publication type
Article