The social responsibilisation campaigns, rather recent in the domain of Romanian advertising, are social campaigns undertaken by various companies in order to promote their image as good citizens, interested in the problems of contemporary society, willing to invest in it and able to find and put into practice solutions for the negative aspects the society is faced with. The basic criteria to be considered in classifying such campaigns are: the target-audience; the conveyed message truth; the nature of the guarantor-character; the purpose; the nature of the message sender.
The case study discussed in the paper is represented by a few ads, part of PETROM social responsibilisation campaign programme called “Respect pentru viitor”/‘Respect for the future’, including various projects regarding different topics, such as: pollution, traffic responsibility, rational exploitation of resources.
Les campagnes de responsabilité sociale, relativement récentes, dans le domaine publicitaire roumain, sont des campagnes sociales entreprises par diverses compagnies pour promouvoir leur image de bons citoyens, disposés à investir dans ce domaine et capables de trouver des solutions aux aspects négatifs auxquels se confronte la société. Le critère de base dans la classification de ces campagnes sont: le public-cible, la vérité du message transmis, la nature du personnage garant, le but proposé; le type de l’émetteur du message.
L’étude de cas présenté dans cet article se réfère à toute une série de réclames, partie du programme de la campagne de responsabilisation sociale de la société PETROM intitulée «le respect pour l’avenir», qui inclut divers projets sur de thèmes variés: pollution, responsabilisation dans le trafic, l’exploitation raisonnable des ressources.
Cuvinte-cheie:
advertising theories, deixis, speech act, the Cooperative Principle, the Principle of Politeness
théories dans la publicité, deixis, acte de parler, le principe coopératif, le principe de la politesse
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