Leczyć czy zapobiegać? Strategie retoryczne w kampaniach Krajowego Centrum ds. AIDS
To cure or to prevent? Rhetorical strategies in the campaigns of Polish National Centre for AIDS (Krajowe Centrum ds. AIDS)

Summary/Abstract: Social campaigns of the Polish National Centre for AIDS (Krajowe Centrum ds. AIDS) construct Poles' knowledge about HIV/AIDS. They make a social diagnosis, so investigating their rhetorical strategies allows one to recreate the image of the condition and its victims. The advertisements convince that HIV/AIDS is a universal concern. However, they do not offer any reliable information about the virus itself and about the ways of avoiding infection. They replace prevention with diagnostics.

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