La rhétorique hygiéniste dans les brochures de l’INPES contre le tabagisme

Marc BONHOMME

KEYWORDS : hygienist rhetoric, smoking, empathy, institutional communication, popularization

ABSTRACT : The INPES (National Institute of Prevention and Health Education) regularly distributes anti-smoking brochures. Our contribution analyzes the rhetorical strategies elaborated in these to raise the awareness of smokers to harmful effects of smoking/tobacco and encourage them to modify their practices for the common interest. On the one hand, we highlight the incentive rhetoric of these leaflets, linked to their institutional positioning and specialized knowledge of smoking. On the other hand, we show that they adopt a hygienist popularization discourse that alternates between clarification and visualization procedures about tobacco problems. Finally, we study how the rhetoric implemented in these brochures seeks to establish empathy with the target audience through its awareness and involvement in the hygienist communication developed.

To read the abstract of the article in French, click on the link below :
La rhétorique hygiéniste dans les brochures de l’INPES contre le tabagisme

Marc BONHOMME

Professeur émérite de Linguistique française
Université de Berne,
bonhomme[at]rom.unibe.ch

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