(Prze)moc reklamy – przemoc w reklamie społecznej na przykładzie wybranych przekazów polskich i francuskich
The Power of Advertising – Violence in Social Advertising: An Analysis of Selected Polish and French Campaigns

Summary/Abstract: This research lies at the intersection of discourse analysis, pragmatics, and syntax. Its aim is to explore how violence is portrayed in social campaigns against animal cruelty. We examine the role of the linguistic message, as well as the denoted and connoted iconic messages. In terms of the linguistic message, we emphasize the intensity of binary structures and their correlation with the connoted iconic message.

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