L’implicite et l’art de positiver
Abstracts
After a brief overview of the DaimlerChrysler group, the article studies the implicit message contained in the promotional discourse of the Group’s 2005 annual report.
The assumption regarding the excellence of all products manufactured by the group is an explicitly expressed leitmotiv which makes use of varying linguistic devices. The promotional section of the annual report is of particular interest in this respect since it abounds in implicit messages, conveyed through a combination of text and image, targeting German readers, such as the use of certain polysemous words to generate a suggestion of fusion between the qualities of the car and its driver. The article next studies the use of euphemistic strategies as a means to downplay problems a company of the size and complexity of DaimlerChrysler must inevitably encounter. In conclusion, the author questions the utility of including promotional content aimed at making a reader dream in an annual report, a normative document with a specific function, and wonders if the addressee of an annual report is likely to be receptive to such promotional content.
Index terms
Keywords:
advertising, implicit discourse, euphemism, German automobile industry, German car cultureReferences
Bibliographical reference
Claire Allignol, “L’implicite et l’art de positiver”, ILCEA, 9 | 2007, 115-129.
Electronic reference
Claire Allignol, “L’implicite et l’art de positiver”, ILCEA [Online], 9 | 2007, Online since 09 June 2010, connection on 28 March 2024. URL: http://journals.openedition.org/ilcea/677; DOI: https://doi.org/10.4000/ilcea.677
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