#publicitésociétale: quand le numérique devient un outil de sensibilisation

This paper aims to deal with social advertising from a linguistic perspective and to focus on the intrinsic relationship between awareness campaigns, and digital tools and medias. The main theoretical resources will be drawn from critical discourse analysis and argumentation analysis, as well as web writing. The corpus will include 15 campaigns, promoted by public institutions, private companies and non-profit organisations. All of the campaigns were publicised in France between 2018 and 2019 and were diffused on social networks (Facebook, Twitter and Instagram). The analysis will focus on the linguistic features and the role of digital tools in these campaigns, in order to understand their impact on the argumentative and persuasive aim of the message. First, the characteristics and the function of hashtags and links will be explored, so as to see how they can have a performative function and how they contribute to interdiscursivity. Secondly, some examples of interactive campaigns will be examined, in order to figure out how discourse strategies and digital medias are combined to create a dialogue with the recipient of the message.