Chapter Disability and pandemic : advertising strategies in a state of alarm
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 pr...
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| Format: | Online |
| Language: | Spanish |
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Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Online Access: | ONIX_20250307_9788382208801_1551 |
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| author | Fuentes Rodríguez, Catalina |
| author_browse | Fuentes Rodríguez, Catalina |
| author_facet | Fuentes Rodríguez, Catalina |
| author_sort | Fuentes Rodríguez, Catalina |
| collection | Directory of Open Access Books |
| description | 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]). |
| format | Online |
| id | doab-20.500.12854ir-155901 |
| institution | Directory of Open Access Books |
| language | spa |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1559012025-03-07T14:44:04Z Chapter Disability and pandemic : advertising strategies in a state of alarm Fuentes Rodríguez, Catalina 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]). 2025-03-07T14:44:03Z 2025-03-07T14:44:03Z 2022 chapter ONIX_20250307_9788382208801_1551 9788382208801 9788382208795 https://directory.doabooks.org/handle/20.500.12854/155901 spa image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/700 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-879-5.08 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]). 10.18778/8220-879-5.08 83bfe9c9-323d-4283-b087-d859fd9af314 9788382208801 9788382208795 95-109 open access |
| spellingShingle | Fuentes Rodríguez, Catalina Chapter Disability and pandemic : advertising strategies in a state of alarm |
| title | Chapter Disability and pandemic : advertising strategies in a state of alarm |
| title_full | Chapter Disability and pandemic : advertising strategies in a state of alarm |
| title_fullStr | Chapter Disability and pandemic : advertising strategies in a state of alarm |
| title_full_unstemmed | Chapter Disability and pandemic : advertising strategies in a state of alarm |
| title_short | Chapter Disability and pandemic : advertising strategies in a state of alarm |
| title_sort | chapter disability and pandemic advertising strategies in a state of alarm |
| url | ONIX_20250307_9788382208801_1551 |
| work_keys_str_mv | AT fuentesrodriguezcatalina chapterdisabilityandpandemicadvertisingstrategiesinastateofalarm |