Denying to Convince

Extensive use of the negative form in French advertising is examined. In advertising, this form is used to denote elements to be rejected, while the positive characteristecs of the product being promoted are simultaneously enhanced. The negative form plays a role in allowing opposition of elements, & fulfilling stylistic, argumentative, & other functions. The semantic field denoted by negation in advertising is delineated. The original element of negative publicity is found to lie in identification of the difficulty to be surmounted, which allows a more attractive portrayal of the product being promoted. 1 Table. Adapted from the source document