MATTEO RENZI, IL DISCORSO PUBBLICITARIO DEGLI SLOGAN POLITICI COME MEZZO DI PERSUASIONE
MATTEO RENZI. THE ADVERTISING DISCOURSE OF POLITICAL SLOGANS AS A MEANS OF PERSUASION

Summary/Abstract: Every political campaign is built using strategies aimed at convincing the audience. The present work emphasizes the importance of communicative strategies and rhetorical-argumentative techniques put in place by the speaker in order to reach his communicative purpose: to persuade. In this regard, we chose as a case study some campaign slogans created for Matteo Renzi, the former President of the Italian Council of Ministers. We have analyzed the stereotypes, the keywords, the rhetorical figures of Renzi's speech, and their persuasive effects.

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