L’information implicite entre économie d’effort et esquive du jugement critique

The implicit transmission of contents in a message is one of the most effective means of persuasive communication. In both commercial and political propaganda, discursive strategies such as presuppositions, implicatures and topicalisations (which we propose to recast as implicit communicative devices) are frequently used. This trend may hinge on the fact that these strategies conceal the actual communicative intention of the speaker (implicature) or his responsibility for the truth of the content conveyed (presuppositions and topicalisations). The paper proposes a reflection on the use of presuppositions, implicatures and topicalisations to achieve persuasive aims in communication. A discussion will be devoted to the cognitive constraints underlying the brain response to the processing of these categories, as well as to their influence on the receiver’s mental representation of the discourse model.