Analyse contextuelle des manifestations socioculturelles à l’œuvre dans les publicités humanitaires

Abstract

Despite its clearly apparent universal content, advertising for humanitarian causes must sometimes be readas a phenomenon revealing a unique common and / or individual cultural background specific to the one and only community. This study intends to identify the conformities of the messages of the humanitarian advertisements with the linguistic, socio-cultural and even conceptual reference environments which condition the expectations of the recipients and deploy to them a self-image by which they can recognize themselves. It intends to show by ricochet that these different contextual resources provide a wholesystem of capture which contributes to shaping the effectiveness of the enterprise of persuasion, so inherent in this discursive genre apprehended