Techniki perswazji w kampaniach 1% w Polsce – analiza wybranych przykładów
Persuasion techniques in „one percent campaigns” in Poland

Summary/Abstract: Social campaigns are used to publicize socially important issues; they are also a tool to persuade recipients to transfer funds to the account of a selected entity. The aim of the article is to analyze “the one percent campaign” (a campaign to incentivize Polish taxpayers to redirect 1% of their income tax to a registered charity of their choice) carried out in Poland from the perspective of the persuasive techniques used. The focus is on the coordination of verbal and visual means of persuasion (e.g. binary distinctions in the vision of the world, value-charged words, contrast, hero type, camerawork, innovative applications of conventions). The use of such devices is illustrated with materials originating with campaigns by Fundacja Dajemy Dzieciom Siłę (2014), WWF Polska (2012) and Fundacja Na Ratunek Dzieciom z Chorobą Nowotworową (2019).

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