Emotions and aesthetic processes in social advertising
DOI:
https://doi.org/10.18778/2392-0718.01.02Keywords:
social advertising, emotion, poster, advertising, aesthetic strategiesAbstract
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.
References
COSSETTE, C. et DAIGNAULT, P. (2011) : La publicité sociale : définitions, particularités, usages. Québec : Télémaque.
DAHL, W. D. (2003): “Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students”. Journal of Advertising Research, vol. 43, 2003, pp. 268-280.
DUPONT, L. (2013) : « Esquisse d’une sémiologie de l’image au service des grandes causes en publicité sociale ». Revue française des sciences de l'information et de la communication [En ligne], 3, pp.1-11.
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