Le symbole comme signe multivalent dans le texte publicitaire [Articol]

Abstract

The major aim of the research consists in identifying the usage of the mechanism of the symbol in advertising, itself being considered as a highly beneficial strategy to convince potential customers. According to the aim the following objectives occur: to identify the role and the importance of the symbol as an advertising strategy which incite the customer, and also identify French and Moldovan advertising strategies by performing a comparative study on billboards and video spots of the two countries.