Communiqués de presse AXA en français et en italien: quelques stratégies argumentatives du discours spécialisé et du discours promotionnel

Abstract

This study aims at characterising the corporate press releases of the Axa Group of Insurance according to his principal website in French and English and his localised website in Italian between September 2022 and September 2023. The paper identifies a set of linguistic strategies typical of the genre and their actualisation in the two selected corpora and links them to communicative purpose as well as to the envisioned audience. For each corpus analyses of the visual and textual contents were carried out. The argumentative analysis of press releases’s  titles and quotations demonstrate the intention of consolidate the positive image of reliability of the Group as well as his promotional aim.