Persuasive communication and advertising efficacy for public health policy : A critical approach.

Vincent Coppola (1) , Odile Camus (1)

1 PSY-NCA - Psychologie et Neurosciences de la Cognition et de l'affectivité

Our study is at the juncture of two themes largely investigated by researchers in communication, namely persuasion and pragmatics. First, we recall some tenets of these two topics. In particular, we refer to the dual process theories of the persuasion and the inferential model of pragmatics. Second we develop the argument that studies in persuasive communication have been undertaken until now within the Encoding/Decoding paradigm without considering enough the main ideas of the pragmatics and intentionalist paradigm about communication and language. These remarks aim to support a pragmatic approach to persuasive communication. Third, to support our claim, we propose an experimental study which examines social and preventive advertising.

Mots clés: Persuasive communication; Pragmatics; Social advertising; Health communication.; Health communication

Domaines: Psychologie; Sciences de l'information et de la communication

Vincent Coppola, Odile Camus. Persuasive communication and advertising efficacy for public health policy : A critical approach.. 2009. ⟨halshs-00410054⟩