Previzibil vs. imprevizibil în discursul publicitar

Abstract

More than in any other type of communication, the advertising text cultivates the ludic, under its different aspects, at different levels, and, as it is the case with any game, there are predictable sequences but there also are unpredictable situations which enhance the curiosity of the participants. Different forms of repetitions oppose ambiguities, each of them playing a well determined role. Our contribution is an analysis of the means which produce these stylistic figures.