Parodie et publicité

Abstract

This article has a double aim. On the one side, it proposes a critical re-examination of parody in the frame of represented discourse and interdiscursivity practices. On the other side, it wants to study the function of parody in advertising communication. The following points will be emphasized: the importance of comparison between parody and pastiche in advertising, the procedures of advertising parody, the role of parody in ads transmission. Finally, the parody appears as a media phenomenon that transpires as being ordinary and central at the same time.