STRATEGIES DISSOCIATIVES PRAGMA-SEMIOTIQUES POUR COMBATTRE LA DISCRIMINATION DES FEMMES DANS LE DOMAINE PROFESSIONNEL

Our paper represents the key-element of a larger research project focusing on the dissociative techniques used in the discourse of advertising; more precisely, our main goal is our attempt to build a new theory of dissociation as a multi-modal argumentative strategy including not only linguistic elements but also semiotic ones. We intend to treat this new concept of multi-modal dissociation or pragma-semiotic dissociation as a form of dissociation used in an argumentative frame in order to increase the rhetoric effect on the auditory. The modern way to communicate to large masses of people is mostly visual, that’s why we consider that the discourse of advertising as type of massive communication needs to transgress the narrow and insufficient frame of linguistics and get a broader approach including and analyzing further the semiotic, inner meanings of the visual elements. Even though, in our theory of multi-modal dissociation we will consider the linguistic part as an essential one in fully understanding the message, linguistics being from a semiotic point of view unidirectional, the iconic elements being polysemiotic, unable to fully render the true meaning of the message. We illustrate the new theory using three posters of an advertising campaign for ADIA, a human resources company, campaign trying to annihilate the discrimination of women in the professional domain.