texte, intertexte et iconotexte dans le message publicitaire

The paper states the fact that although the roles of the text and of the image in an advertisement are dynamic and appear in variable proportions depending on numerous criteria, they are also beautifully balanced, especially if compared from a functional point of view, determining and depending upon each other in a coherent discursive unity. Between text and image there are usually the following relations of reciprocity: support (argumentation, redundancy, paraphrase); complementarity (in-formation that is autonomous in form, but convergent in content); rhetorical amplification (meaning transfer, metaphorisation, hyperbolisation etc.); opposition (antithesis, exaggeration, non-antagonistic contradiction etc.). In general, both the verbal and the iconic develop, much to their mutual advantage, an extra meaning which the former establishes linguistically, and the latter exaggerates visually. In this case, however, the image always goes beyond the verbal information, thanks to its deep-rooted polysemy. Thus, in the special case of printed advertising, there are a few prevalent icono-textual structures, with obvious intertextual and paratextual functions: intertextuality of the writ-ten text; figurative iconic intertextuality; icono-textual intertextuality; double intertextuality: verbal-written and icono-textual. The end of the study puts forward a new formulation of the icono-text and of the typology of printed advertising included in written media and indoor/ outdoor posting.