Publication details [#3019]

Brouat, Thérèse. 1997. Schématisations iconiques, schématisations discursives dans le message publicitaire (Iconic and discursive schematizations in advertising). Prace Językoznawcze 15-18 : 373–395. 23 pp.
Publication type
Article in journal
Publication language


American and British advertisements for computer products are cultural effects that can either closely refer to the technical domain or distance themselves from it. A sample of advertisements for network products is analyzed to emphasize the way in which images and texts interact to mirror and build a certain representation of a product. A variety of orientations appear, ranging from documents in which technical reference is highlighted to documents in which metaphors and symbols prevail. (LLBA Vol. 34, n. 3)