Is the Marker the Message? The Role of Some Scalar Adverbs in the Processing of a Public Health Appeal and Its Effectiveness

Abstract

In this study, we argue that studies in persuasive communication have been undertaken until now without considering enough the main ideas of pragmatics as regards the communication process and the use of language. In particular, we suggest that in this area of research, it could be relevant to ponder the processes involved in the message processing by taking into account the “inferential” and “intentionalist” paradigm of communication. To support our claim, we propose an experimental study designed in the area of health communication which consists in investigating the impact of some linguistic items defined as scalar adverbs on some attitudinal outcomes and the message elaboration. It shows that the introduction of such adverbs in an epidemiological information message increases the self-risk perception, the perceived relevance of the prevention programs, and as regards the message processing, reduces the cognitive elaboration of its content for the benefit of its communicative intention. The persuasiveness of such linguistic items in a preventive message as well as the conditions under which they are likely to act as peripheral cues are addressed in the conclusion of the study.