n Language Matters : Studies in the Languages of Southern Africa - Argumentative strategies and cultural differences in automotive industry advertising : North America, French Canada and France : parallel / bilingual corpora

Volume 35, Issue 1
  • ISSN : 0256-5986



This article examines, from a contrastive text linguistic point of view, the argumentative strategies used by North American and French publicists and the alterations which are made in the translations to achieve an equivalent perlocutionary effect. The analysis is based on the assumption that argumentation is culture-bound and that the French and North American English publicists, as well as the translators, will not necessarily rely on the same theme to convince their target audiences. It draws on work done in cultural studies and in pragmatics.

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