Discapacidad y pandemia : estrategias publicitarias en un estado de alarma
Disability and pandemic: advertising strategies in a state of alarm

Author(s): Catalina Fuentes Rodríguez
Subject(s): Language and Literature Studies, Applied Linguistics
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: argumentative strategies; persuasion; irony; disability; Covid
Summary/Abstract: During the pandemic caused by Covid 19, the State of Alarm in Spain shifted the focus of the advertising to the prevention of the health of oneself and others. However, according to the ONCE foundation, disabled people were not taken into account. This is denounced in an video which uses indirect procedures such as metaphorisation, irony and humour. The underlying criticism confronts topoi that in this historical-social moment seem to have changed, at least in terms of the weight given to them by society. This requires the ONCE Foundation to choose its tone so as not to provoke unwanted reactions. A playful framework (gamers) is created to mask or attenuate social and ideological criticism. Emotion is still a fallacy but here it is reinvented to be used as a legitimising argument. The work consists of an argumentative analysis (Anscombre-Ducrot 1983) of multimodal discourse following a methodology of Pragmatic Linguistics (Fuentes Rodríguez 2017 [2000]).

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