La persuasion au service des grandes causes. Une étude comparative franco-polonaise des campagnes sociétales contre la discrimination raciste, homophobe et sérophobe
Persuasion at the Service of Good Causes. A Comparative Study of French and Polish Campaigns Against Racism, Homophobia and Serophobia

Author(s): Agnieszka Woch
Subject(s): Language studies, Language and Literature Studies, Theoretical Linguistics
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: discourse analysis; persuasion; persuasive function of communication; social advertising; discrimination; racism; homophobia; serophobia
Summary/Abstract: The current book is an in-depth analysis of the discourse used in campaigns of public service advertising aiming at fighting racist, homophobic and serophobic discrimination. The author examines the persuasive strategies employed in this type of mass communication by analysing a corpus of French and Polish campaigns launched by governments and non-governmental organisations between 1997 and 2017. The study belongs to field of linguistics and focuses mainly on the persuasive strategies as used in rhetoric and propaganda. Nonetheless, the author also considers contributions from other areas of research such as marketing communication and behavioral psychology. Through a contrastive analysis of the persuasive and discoursive strategies employed in the public awareness campaigns, the author seeks to determine how marketing specialists adapt to their intended audience and achieve the perlocutionary goals of the campaigns in the two different socio-cultural contexts. The analysis of the corpus not only highlights the importance of identifying the right arguments to appeal to in a given context, but also allows to understand which persuasive strategies, according to marketing specialists, qualify as universal and appropriate in the fight against racist, homophobic and serophobic discrimination.

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