Journal of Studies in Language, Culture and Society (JSLCS)
Volume 9, Numéro 2, Pages 188-205
2026-06-30
The Persuasive Influence Of The Metalinguistic Marker ‘mais’ In Commercial Discourse: Study Of The Sales Page: Copywriting Genius : Les Méthodes D’experts Pour Transformer Les Mots En Euros
Authors : Kallal Asmaa .
Abstract
This article examines the use of the metalinguistic marker mais (“but”) in the sales page COPYWRITING GENIUS: Les méthodes d’experts pour transformer les mots en euros, written by the French copywriter Antoine Blanchemaison. It is a case study: the selected corpus consists of a single 1,950-word text, chosen for the density of its argumentative strategies and its representativeness of digital marketing discursive practices. Eight occurrences of mais were identified and analyzed to understand how this seemingly innocuous marker structures argumentative progression, creates zones of contrast, and contributes to maintaining the reader’s engagement within a persuasion-oriented discourse. The analysis draws on a pragma-enunciative approach, which makes it possible to describe both the linguistic contribution of the marker and the discursive dynamics in which it is embedded, without extrapolating beyond the observed data. Acknowledging the limited nature of the corpus and the small number of occurrences, this study clearly situates its contributions within the scope of this specific sales page and opens avenues for comparative research based on larger corpora drawn from other copywriters or other advertising formats.
Keywords
mais ; metalinguistic marker ; persuasion ; pragmatic ; sales discourse
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