Populist Strategies in the Political Advertising Discourse of the French National Front

This study investigates the discourse of French right-wing political party National Front (FN) through a qualitative Critical Discourse Analysis approach examining their electoral campaign material from 2011 until 2017. The findings reveal that FN adopts typical populist tropes and strategies to broaden its base win popular support. At core lie binary conceptualisations constructing an in-group (the FN, people) out-group (political individuals entities, immigrants) in scheme opposition, typically attributing positive qualities former negative values latter. linguistic construction Self Other was achieved use metaphor speech acts, addition other discursive involving appeal emotions. In accordance with van Dijk’s ideological square, metaphors sharp polarisation depiction Other, mainly FN's self-presentation terms benevolent optimistic metaphors. contrast, is portrayed war Similarly, blames, accuses criticises holding it accountable for people’s grievances, while (in person FN’s leader Marine Le Pen) assertive, firm determined defence nation people. Linguistic are ultimately reinforced semiotic representations, enhancing us/them dichotomy.