Strategia zarządzania kampanią na przykładzie przekazów audiowizualnych ruchu pro­‑life

This article discusses the issue of campaigns that are not focused on consumption goods, but promote such values as life from the moment of natural conception. Pragmatic and context analysis has been performed on the messages that – although classified as persuasive communication – focus on certain ideas other than material goods. Analyses of messages representative of particular types (visual and audiovisual advertising, based on negative or positive emotions) point to a strong tendency to use traditional advertising strategies. First of all, it entails being based on a controversial message, which may violate the boundaries of the recipients’ aesthetics and thus oriented towards shockvertising, and secondly – quite the opposite: being based on a message with features characteristic of such genres as e.g. a document. The conclusions reached after the conducted analyses point to the need for this type of campaigns, which is based not on intrusive persuasive communication, but rather on a positive and kind message, which increases the attractiveness of the message itself. A direction is indicated which should be observed – in the author’s opinion – by specialists responsible for preparing and conducting a media and image strategy in the pro­‑life movement structures.