La inferencia: una estrategia de persuasión en el ámbito del discurso publicitario automovilístico. Estudio diacrónico contrastivo españolfrancés

Abstract

This paper studies the use of ostensive-inferential communication as an advertising persuasion strategy from a contrastive perspective between Spanish and French. The analysis is based on a corpus of twenty texts from the field of car advertising divided into five groups of advertisements, each one including the same advertisement in Spanish and French published in 2017 and 2022. A descriptive and interpretative analysis was carried out based on a theoretical framework related to pragmatics and intercultural theories in order to examine the differences and explore the necessary adaptation of the advertising discourse to its addressee, which requires taking into account the differences of each culture so that the message fulfils its communicative intention.