Resumen de Des formes du paradoxe dans la publicité
This article examines the role of paradox, a figure of speech which has not been studied very much yet in its discursive manifestations. Paradox consists in joining words or formulas which are contradictory and incompatible with each other or with respect to the visual image or common sense. In this way, the readers are surprised, and thus their attention is held for longer, which is one of the goals of advertising.
