Climate change is one of the greatest challenges of modern times. Environmental organizations do their utmost to inform the public about environmental problems and to invite action to prevent them. To this direction, they run campaigns with posters that combine images and text and evoke emotions in the recipient about these issues. The study focuses on such multimodal texts and analyzes the multimodal resources used in environmental campaign posters from a visual rhetorical perspective with a focus on fear appeals and their expected persuasiveness. More specifically, the study examines how the environmental organizations WWF and Greenpeace use fear appeal as a rhetorical strategy in their campaigns. The visual and textual resources are analyzed to identify the purpose, arguments and emotional appeals of the posters that seek to increase people's awareness and power to act. The study also examines how the rhetorical strategies and effectiveness of the multimodal resources differ between the two organizations. The study shows that the two organizations make use of appeals to fear in a way that matches their different profiles to create awareness and encourage action concerning climate change.

Solicitud de embargo por publicación en revista indexada. / Es usual encontrar la presencia de la industria de la moda en las redes sociales. Instagram es una de estas y las marcas hacen esfuerzos por generar un vínculo con sus seguidores. Las interacciones que sus posts generen, tales como likes y comentarios, son una manera de lograrlo. Existen diversas estrategias para conseguir interacciones por parte de los usuarios, una de ellas es el lenguaje publicitario; es decir, el empleo del mensaje emocional, racional o mixto, que puede darse tanto en imágenes como en descripciones de texto. Sin embargo, a pesar de los estudios realizados acerca del lenguaje publicitario emocional y racional, aún existen discrepancias sobre la relación entre el uso de un determinado tipo de lenguaje publicitario y las características de las interacciones producidas en redes sociales como Instagram. El presente trabajo analiza la influencia de los tipos de lenguaje empleados en los posts de Instagram en el tipo de interacciones que estos generan, tomando como caso de investigación la marca de moda peruana PerroLoco. / It is usual to find the presence of the fashion industry on social networks. Instagram is one of these and brands make efforts to create a tie with their followers. The interactions their posts generate, such as likes and comments, are one way to achieve it. There are various strategies to get interactions, one of them is the advertising language; that is, the use of the emotional, rational or mixed message, which can occur both in images and in text descriptions. However, despite the studies carried out on emotional and rational public language, there are still discrepancies on the relationship between the use of a certain type of public language and the characteristics of the interactions produced on social networks such as Instagram. This work analyzes the influence of the types of language used in Instagram posts on the type of interactions they generate, taking the Peruvian fashion brand PerroLoco as a case of study. / Trabajo de investigación

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