Analyse Discursive De L’incitation Dans La Publicité Commerciale Sur L’internet en Côte D’ivoire

Abstract

ABSTRACT This study analysed the present situation of digital advertising in Côte d'Ivoire and examined the inducement characteristics of the advertising discourse associated with online products on websites that dominate the digital market. The general objective of the study is to analyse the panorama of online shops in Côte d’Ivoire by interrogating the discourses associated with the products displayed on the dominant commercial websites. Data from questionnaire, a semi-structured interview and corpora comprising texts from the websites were analysed. The analyses showed that Jumia.ci Afrimarket.ci Vendito.ci Shop.pdastoreci.com Kaym.ci ci. Cdiscount Afrikdiscount Shopabi.ci Kenneu.net Idjanshoper.net Liora.ci, Fnac, Kiabi, Glovo, Djassa, Oplace.ci, Babinet.ci, Locanto and Babiken.ci were the websites that dominate the digital market in Côte d'Ivoire. However the most popular websites among respondents were Jumia.ci, Afrimarket.ci, Afrikdiscount.ci and ci.Cdiscount. The study showed that Jumia.ci is popular amongst 93.7% of respondents while Afrimarket.ci has a popularity of 74.7%. Afrikdiscount.ci and ci. Cdiscount have a popularity of 32.9% and 22.6% respectively. The study also showed that in addition to the image of the products on sale on these commercial sites, the content and nature of the advertising message play a decisive role in the decision making of the Internet user. Moreover, the analysis of the corpora made up of the advert messages of the four dominant sites (Jumia, Cdiscount, Afrimarket and Afrikdiscount) showed that the effectiveness of the use of sales pitch in advertisement on the internet depends on the speaker’s capacity to position himself/ herself as the subject in his/her speech ( Benveniste,1974). This phenomenon is demonstrated through some shifters, modalities, subjective adjectives and axiology (Jakobson, 1963; Ducrot, 1984; Maingueneau, 2003; Charaudeau, 2008; Amossy, 2009; Kerbrat-Orrechioni, 2009). The study further discovered that the persuasive power of the sales pitch depends on the appropriate combination of these linguistic elements. The study suggested that each of these linguistic elements can constitute a domain of study for future research. Since this research is associated with linguistic elements in advertisements involving electronic communication (internet), it was finally suggested that this study could serve as a basis for designing a programme to train students in communication studies or any other group of individuals in the domain of advertisement who want to learn French for Special Purposes.