Stratégies persuasives dans le discours publicitaire des campagnes de sensibilisation aux problèmes écologiques
Persuasive strategies in ecological advertising campaign

Summary/Abstract: In our paper we discuss from a pragmatic perspective (Sperber, Wilson 1989) how persuasive strategies are used in ecological advertising. Prototypical discursive configurations in our corpus are analyzed in the light of two criteria: interlocutive relation and the orientation of interpretation. The first has shown the discursive function of communicator and the second how he imposes the interpretation of the message. Both criteria represent the form of ostensive-inferential communication. We have shown that the main strategy consists in ‘introduction’ of the audience to discursive space (ethos, interactive forms). The communicator tries to make a message optimally relevant, transparent and comprehensible to achieve his persuasive goals.

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