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  1. 1 e-Scripta Romanica

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Les émotions et les procédés esthétiques dans la publicité sociétale

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Woch A.
e-Scripta Romanica
|
2014
|
vol. 1
9-15
EN
This paper aims at discussing the issue of emotion in social advertising. It will analyse the emotional and the aesthetic strategies that the authors of the social campaigns employ in order to raise the awareness, engage and make an impression on the public. The corpus comprises slogans from French, Italian and Polish social campaigns.
FR
L’article traite des émotions dans la publicité sociétale. En s’appuyant sur les exemples relevés dans un corpus de campagnes sociétales francophones, italiennes et polonaises, l’auteur analyse les émotions et les procédés esthétiques auxquels ont souvent recours les spécialistes de la publicité en question en vue d’intéresser, de toucher ou de bouleverser le destinataire du message.
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