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Just do it.®, Because I’m worth it®, I’m lovin’ it® : la construction de la référence de IT dans le slogan publicitaire

Abstract : According to Greven (1982), it is the second most used pronoun in advertising slogans. The hypothesis defended in this article is that the significant representation of it in advertising slogans can be justified by the very large referential capacity of this pronoun. Thus, we analyze all the referential and low-referential aspects of it that can be found in advertising slogans with a corpus of 552 examples. After studying the definitions of the terms “advertising slogan” and “reference”, we show that anaphora is the most frequent type of referential link for it. This study also establishes that anaphora is less frequently used than what is generally found for it. However, situational reference is overrepresented comparing to the results of a multi-contextual study of it. Very often, inference plays a major role in interpreting the referent of it, whether in a textual or a situational link. This paper also aims to point out that referential vagueness, ambivalence as well as ambiguity are not perceived as negative or unsuccessful elements in an advertising slogan. Then, we attempt to explain why some uses of it, (e.g. cataphoric it or the it of extrapositions and it-clefts) are not frequently found in advertising slogans.
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https://hal-amu.archives-ouvertes.fr/hal-02109351
Contributor : Elise Mathurin <>
Submitted on : Wednesday, April 24, 2019 - 7:00:43 PM
Last modification on : Tuesday, September 10, 2019 - 3:56:03 PM

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Elise Mathurin. Just do it.®, Because I’m worth it®, I’m lovin’ it® : la construction de la référence de IT dans le slogan publicitaire. Etudes de stylistique anglaise, Société de stylistique anglaise, Lyon, 2017, (Re)construction(s), 11, pp.57-82. ⟨10.4000/esa.624⟩. ⟨hal-02109351⟩

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