Argumentation in humanitarian advertising: strategies and discursive processes

Abstract

This study is part of the field of those trying to highlight the peculiarities of the advertising argumentation. It focuses on the characteristics of the argumentation in humanitarian advertising and examines the discursive strategies and processes that prevail in these types of documents. It shows that these supports are characterized by a particular variety and richness of discourse. Indeed, the designers of these documents seek, through the highlighting of various discursive means, to gain the support of the intended audience.