EIRP Proceedings, Vol 6 (2011)

Abstract

Advertising is a field of human activity whose components are studied by numerous disciplines. There is a risk, then, to see the theoretical interest for this field crumble; in order to acquire a general view of it, we need – above researches conducted with the support of conceptual apparatuses of disciplines as sociology, mythology, psychology, ethology, visual communication, etc. – unifying points of view, offered by formal disciplines as rhetoric, semiotics, etc. The study of specific advertising messages will help us catch a glimpse of both proportions and stakes of the matter; leading the interdisciplinar approach, rhetoric can hope to “tame” the complexity of the advertising discourse.