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

This study aims to characterise the corporate press releases of the Axa Group of Insurance according to its principal website in French and English and its localised website in Italian over the period 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 their communicative purpose as well as to the target audience. The study also presents an analysis of the visual and textual contents of each corpus. An argumentative analysis of press release titles and quotations illustrates the case for consolidating the Group’s positive image of reliability and its promotional purpose.