Rhetorical tools and communicative strategies and their employment in shaping the structures of argumentative discourse in the public awareness communication campaign (Pink October - We Are All Against Breast Cancer)

Abstract

Communication is a process that seeks to create a degree of awareness and social interaction. Considering public communication as a type of communication, its topics touch upon the affairs of society and its individuals through messages delivered by the sender via campaigns. This is achieved by applying argumentative communication techniques, which are governed by the sender's ability to discourse, inform, persuade, and influence through the use of linguistic and rhetorical mechanisms during the communicative act, derived from rhetoric and argumentation. These techniques involve reasoning and the hierarchy of arguments within different cognitive contexts, weaving sequences of statements.

From here, this research paper comes to study the frameworks of the communication campaign related to breast cancer - within the framework of Pink October, which is dedicated every year to raising awareness about the necessity of early breast cancer screening - by examining a set of rhetorical methods and their uses by the addressee and assessing the authority of discourse in communicative purposes (direct presentation method, indirect presentation method, brevity and conciseness method, intellectual persuasion method, regulatory writing method, etc.) and outlining the following rhetorical communication strategies: (directive strategy, allusive strategy, persuasive strategy and the rationale for each) to support rational and emotional reasoning to identify the most important rhetorical tools used in the public communication campaign (breast cancer).