Keynotes on the double nature of the advertising text
This paper states about the advertising text persuasive and canonic status.
On a persuasive basis, it may be conceived as kind of a ‘metatext’ reporting another one about a commercial performance (eg. a good’s purchase). According this metatextuality, it will be worth considering persuasive modalities, implying resemantization operations of that commercial ante-text. Here is the fundamental polarity of the advertising persuasion: one about the clarification of the veridictory value of true of a specific brand and other reporting competitive brands demystifications practices by the means of a veridictory falsehood.
From a canonic status point of view, the advertising text may also be conceived as an act of speech – product of a linguistic competence and of a ‘contract’ involving three actors: producers, advertisers and audiences. It is purely communicational – concerns linguistic productions of advertising specificity. The advertising text acquires other specificities by the terms of how its manifestation (on a basis of a ‘seeing’) express what was already contractually settled (on a basis of a ‘being’). It is still classified from a veridictory point of view, but now strictly leading interpretations about its true, false, misleading or mysterious own specificity.