Circulation publicitaire des discours sur les sexes

Abstract

This article is inspired from a Thesis-in-progress which aims at complementing, through linguistic analysis, the traditional approaches of sexual representations in advertisement. Postulating that advertising discourse is a privileged locus for spreading the discourses of others, we view advertising representations of the sexes as a privileged place for observing interdiscourse, and we propose to record the identifiable traces of interdiscourse in advertising discourse.

Through an analysis of iconotexts from contemporary magazines selected because they reflect opinions on men and women, we shall attempt to apprehend the diversity of forms of manifestation of social discourses on the sexes in advertising discourse, and we shall venture hypotheses on the relation between advertising discourse and the "societal values" which it reflects and relays.