Raising awareness and encouraging socially responsible behaviours through rhetoric: a content analysis of rhetorical figures in ngo’s advertisements

Valentin Piontek (), Marie-Christine Lichtlé () and Sarah Mussol ()
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Valentin Piontek: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier
Marie-Christine Lichtlé: UM - Université de Montpellier, MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Abstract: This paper aims to identify and describe the mechanisms of rhetorical figures (RF) used in advertisement raising awareness for a cause or encouraging socially responsible behaviours. While previous works studied the general effects of RF with advertisements promoting everyday products, this research contributes to the literature by exploring how RF are used in nonprofit campaigns. We conducted a content analysis of 100 NGO's advertisements. Findings show that tropes (plays on meaning) are preferred to schemes (plays on structure). Among 23 RF identified, we described antithesis, paradox and syllepsis' mechanisms as they clearly stood out, representing the majority of the sample.

Keywords: Responsible communication; Advertising; Figures of rhetoric (search for similar items in EconPapers)
Date: 2025-06-25
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Published in 9th Franco-Austrian-German Workshop (FAG Workshop), Jun 2025, Montpellier, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05423996

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