Advertising and Advertising as a type of discourse

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The essay explores the intricate relationship between advertising and discourse, drawing on the theories of notable scholars like Guy Cook and Geoffrey N. Leech. It examines advertising as a discourse type, incorporating linguistic structures and rhetorical strategies as discussed by Jacques Dubois and the "Groupe µ." Key concepts such as "Isotopies," "Metabolies," and the AIDA formula are analyzed, highlighting how they can elicit emotional responses like the "pleasure of recognition" or the "pleasure of surprise." The work provides a comprehensive overview of advertising's communicative functions.