Nowadays, many known celebrities use social media as a channel to promote positive narratives and support humanitarian work. This article offers an analysis of the argumentative strategies employed in Instagram by a Spanish actor Javier Bardem, an Antarctic ambassador for Greenpeace, in order to attract the attention of the public to the ecological problems of the Antarctic Ocean. I have studied 76 posts published in Instagram during the 2018-2019 period. Starting from the theoretical framework of argumentation, as well as of pragmatic linguistics, I analyze those linguistic mechanisms and discursive strategies that are used with the aim to achieve the persuasive purposes.
The purpose of the paper is to examine the discursive strategies of persuasion exploring the rhetorical
argument from community combined with linguistic politeness. Based on eighty reviews of two French
comedies, the author shows how the persuasive strategies reflect some methods used in advertising
discourse, especially with regard to the rhetoric principle of movere and delectare and indirect means
of interpretation, activated in discourse by the use of quantity and quality.