Le discours publicitaire institutionnel dans le cadre des universites bresiliennes

Abstract

This paper aims at analyzing aspects of advertising and/or publicitary whic are found in institutioonal discourses from public or private universities the way the are spread by the media, the press and television.We considered, above all, the microsystems of underlying values related to the subjects of the educational process, their historically and consensually accepted values, the impacts and conflicts which result from these relations. We applied socio-semiotic, culture semiotic and cognitive semiotic models. We examined the narrative structures, the deep semantics and the conceptual semantics.