Análisis de los recursos lingüísticos de persuasión en las campañas sociales de España y Polonia
Analysis of the Linguistic Resources of Persuasion in Spanish and Polish Social Campaigns

Summary/Abstract: Both commercial and social advertising are the object of study of psychologists, sociologists and linguists. However, these types of advertising vary in their objectives: although both use persuasion in pursuit of a positive reception of the utterances, commercial advertisements serve to promote products, whereas social advertisements focus on transmitting specific ideas to society. Hence the following questions arise: How often do persuasive linguistic resources appear in social advertising? Which are the most common? Do the tools vary by language or by theme? The present work contrastively analyzes the Polish and Spanish social campaigns, as well as the linguistic resources of persuasion in campaigns on ecology, gender violence, drug and alcohol use, and health. In our research we want to present what resources constitute the persuasive character of the aforementioned campaigns, as well as the linguistic variation in Polish and Spanish.

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