STYLISTIC FEATURES OF FRENCH POLITICAL SLOGANS (BASED ON THE PRESIDENTIAL CAMPAIGNS OF 2017 AND 2022)

Abstract

The article examines the stylistic features of French political slogans that were declared by candidates during the presidential campaigns of 2017 and2022. Political slogans are an important element in political communication, especially in the pre-election period, as they serve as a powerful tool for shaping the image of the candidate in front of the potential electorate, and they are also a means of transmitting key political messages. The analysis focuses on the stylistic, linguistic, pragmatic aspects of political slogans that shape the impact on recipients. Key stylistic devices are identified, such as personification, metaphors, rhetorical devices, repetitions, antithesis. The role of the socio- cultural context in the formation of political slogans is also considered. In addition, our analysis allows to understand through which stylistic devices and techniques political messages become a powerful instrument for attracting more voters. Particular attention is paid to the pragmatic aspect of influence: how stylistic techniques in slogans contribute to the creation of trust, emotional closeness, or the mobilisation of the electorate.Based on a comparative analysis, we were able to identify changes in stylistic approaches, which, in turn, reflect transformations in political trends and directions in the French Republic. The distinctive and similar features of the political slogans of the last two presidential races were also analyzed, and in particular, special attention was paid to the leaders of these campaigns, Emmanuel Macron, the current President of France, and Marine Le Pen, a representative of the right-wing radical party «National Rally». Various stylistic aspects were considered: laconicism, emotionality (emotionally rich vocabulary), tonality. The communicative strategies of each candidate, which are implemented through the choice of certain lexical and stylistic techniques that correspond to their political identity and target audience, were also examined.The study concluded on the success of the selection of some stylistic means, as well as the effectiveness of the use of political slogans and their impact on the minds of recipients.