De l’engouement publicitaire pour la langue « relâchée » : linguistes, non-linguistes et corpus en confrontation

Abstract

Following a quick overview on linguistic and sociolinguistic studies of advertising language, I will look at a corpus of “secular” metalinguistic discourse from the press and the internet, in order to bring to light some representations of French speakers around the language. advertising. Then, these proposals will be compared with a corpus of advertisements found in three latest generation celebrity magazines (Closer, Oops, Here) in order to show a certain evolution in the language and discursive strategies adopted by advertisers and their adequacy with the analyzes already carried out. previously. Can we still speak of massive use of language variations and, in particular, of a “trendy” language in advertisements? What are the discursive configurations likely, in the eyes of advertisers, to better capture the attention of potential consumers today? Do they always involve the staging of a "relaxed" language, as numerous studies conducted previously have shown and as ordinary speakers also seem to support?