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Article

French

ID: <

10.4000/asp.2780

>

·

DOI: <

10.4000/asp.2780

>

Where these data come from
Numbers in scientific or technical advertising: when the language of the industry becomes a language industry

Abstract

This paper focuses on the use of numbers in scientific and technical advertising. Starting from a typical advertisement promoting a chemical technique, different uses of numbers will be described, showing how advertising discourse uses them for persuasion purposes, and changes them into icons, so that hard sciences give way to semiology and rhetoric. The figures of speech most commonly used in connection with numbers will then be analysed along three main lines: accumulation, play and imagination. Possible didactic applications of the concept of figures as icons conclude this paper.

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