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The Syncretic dimension of the Advertising discourse: Semiotic and Pragmatic Approaches (based on the contemporary French language)

Author: Veste Lucia
Degree:doctor of philology
Speciality: 10.02.05 - Romance Languages (with specification of language)
Scientific adviser: Ion Guţu
doctor, associate professor (docent), Moldova State University
Institution: Moldova State University


Term of presenting of the thesis 27 April, 2021


Adobe PDF document1.36 Mb / in romanian


CZU 808.51:811.133.1'42(043.3)

Adobe PDF document 3.75 Mb / in romanian
216 pages


advertising discourse, text, textuality, co(n)text, relevance theory, inference, optimum relevance, cognitive exertion, contextual effect, non-relevance, meaning, significance, implications, explanations, contextual hypothesis, implicated conclusion, presumption of relevance


Structurally the thesis includes an introduction, three chapters, general conclusions and recommendations, a bibliography (consisting of 306 entries), annexes, the statement of responsibility and the author’s CV. The basic text comprises 159 pages. The results of the present study were published in 12 research articles.

The domain of studyis the discourse analysis and the text theory, at the confluence of semiotics, pragmatics, cognitive linguistics, semantics and hermeneutics. The aim of the thesis resides in the delimitation of a new model for the analysis of the advertising discourse - the Pragmatic-inferential model; and the assessment of the relevance of this type of discourse.

The objectives of the research are: demonstrating the priority of the Pragmatic-inferential model of analysis; argumentation of the uniquility of the advertising as a particular type of discourse; assessment and argumentation of the explicit-implied report in the advertising discourse; establishing a typology of advertising, in accordance with the variability of the effecteffort ratio.

Scientific novelty and originality of the work consists in defining a new model for reading the advertising discourse (Pragmatic-inferential model) and updating the theory of relevance in the case of a complex communication document for the evaluation of the cognitive report Effect/effort and the establishment of a pragmatic typology of the advertising speech.

The important scientific issue in the field of investigation resides in the argumentation of the need for a pragmatic model for the analysis of the advertising speech and the elaboration of an algorithm and a formula for calculating the relevance of the advertising discourse. Since, the assessment of the effect/effort ratio was long time considered a cognitive process, so noncalculable. The theoretical value is justified by the analysis and synthesis of new concepts in linguistics, in particular in pragmatic and cognitive linguistics regarding the interpretation of the advertising discourse. The paper presents a varied and complex metalanguage with multiple references, which is complemented by the introduction of new terms defining certain concepts or typologies.

The practical value allows the addressees of the advertising discourse to perceive this type of communication, not only from a social, economic, but also semio-pragmatic point of view, by eluciding the ensemble of possible, implied and explicit meanings. The results of the research can also be implemented in the process of teaching the Pragmatics of French text, Semiotics of French text, Hermeneutics of French text, Modern language studies.

The implementation of research results. The results of the thesis were implemented in drawing up the scientific communications presented at national and international conferences; the drawing up and publication of scientific articles; at the courses Pragmatics, Linguistic of French text and Semiotics of French text.