0000000000469555
AUTHOR
Jean-philippe Dupuy
Et vos idées ont du génie ! Rhétorique de la marque
In order to appeal to us and convince us, brand names develop a complex set of rhetorical techniques. Thus, they use various stories illustrating the creation or the evolution of these brand names, along with stories regarding ways of consuming as well as consumers themselves. These brand names also rely on values and use a range of communication techniques in order to adapt to the consumers' degree of approbation. The current food brand names to be found throughout the major supermarket networks, notably Michel et Augustin, is used as a basis for case studies concerning the brand name rhetoric which, we believe, relies on a triple dimension which is simultaneously theme-oriented, axiologic…
Rhétorique du menu gastronomique
The elaboration of a restaurant menu as a text aiming at seducing and at convincing visitors, infers that it does not merely enumerates various dishes among which we are to choose from, but that it is a rhetorical production whose processes need to be analysed and whose function needs to be understood. The corpus being studied consists of gourmet menus selected from about twenty fine restaurants. It certainly enables us to observe the main figures of speech (metaphors, metonymies); above all, it reveals the great variety of the rhetorical gear in use : analogies, transgressions, systems of values are as many means of creating the "genuine" flavour of food.
Les temps et le temps du Verbe dans Sido
A travers les trois parties de Sido, le jeu sur le Temps (en particulier la structure non chronologique ou la juxtaposition immédiate du passé et du présent), produit des effets comparables et contribue à conférer à l'oeuvre son unité ; au contraire, les moyens linguistiques mis en oeuvre dans chaque chapitre, le choix de certains temps verbaux notamment, affirment des perceptions très différentes du passé : l'étude quantitative et comparative des temps employés permet ainsi de souligner l'hétérogénéité profonde de Sido.
Objet et préfiguration
We call prefigurative an object whose primary function is to allow whoever manipulates it to represent an object, a situation, an action that has not yet happened ; the prefigured object is particular because it not only exists to convey meaning but also to inform, to get us to believe and finally to make us act. This article aims to outline the semiotic analysis of one of these objects, the restaurant menu: leaving aside the verbal text, we shall examine the material object which is its support (paper, cardboard, slate, screen, etc..) and see that it directs our receptions and predisposes us by its material, its size, its touch, its typography and its layout to perceive the true taste of t…
Structure de la page WEB
The concept of paratext appears to be useful to try to describe the structure of a complex Web page. This article will firstly tackle the meaning attributed to this concept by Gérard Genette. Secondly, by trying to spot and to name whatever is likely to appear simultaneously on the screen upon the display of a written document extracted from the Web, it will Webwise redefine the two components of the paratext, namely the epitext and the peritext. Their functions, their feasible meanings and their effects will then be analysed.
Du bricolage en général et des dictionnaires de langue en particulier
If language dictionaries appear as an invariable norm to the general public, they are in actual fact the result of a series of adjustments, of subjective decisions and of empirical or even ideological choices. Those very hesitations are of prime interest and turn dictionary science into an art rather than a science proper. Whether the task of lexicographers consists in determining the word list, in organizing its structure, in synthesizing the meaning of terms, or in selecting their registered uses, they necessarily need to make personal choices since the language they are trying to reconstruct is nothing but an artefact, the synthesis of a so-called “standard Language”. But there is no suc…
Colors of Caviar
Colors of Caviar : the star restaurant is a space of artistic representation. The chef in a high-class restaurant appears both as a craftsman who controls recipes and as an artist, fanciful, imaginative, inspired, who has to achieve performances every day. The study of the menus of top restaurants is very informative: vocabulary, language patterns and used rhetoric (metaphors, metonymies, hyperboles, etc.) serve to inform us (very few) on what we will eat and to guarantee new and extraordinary and ephemeral foods. The gastronomic restaurant as a whole is a cultural place: its decor (music, painting, architecture), its rites and rhythms (the salvation of the chef, the parade of servers, the …