Football et publicité : les structures sémiotiques de médiation entre deux pratiques de la culture moderne

One of the questions raised by the meeting of these two practices is about the nature of this interaction soccer-advertising. When scrutinizes closely, one realizes that advertising discourse that unfolds on the football field seems to strive to incorporate into its narrative codes of this discipline, it tries to reshape at will to fulfill its own pragmatic goals, which are registered in an argumentative persuasive Contract type opposite to those of football, which basically works based on a dichotomous rhetoric and diagram of the test. This can be seen especially through the exploitation by advertisers of functional units of the footballing universe, such players, the ball, the view of the stadium, etc., which they associate with their products.

Our work intend to identify and describe the semiotic structures through which football-advertising encounter takes place, so to realize this duplication. We focus on football stadiums.