“CLEANLINESS IS HALF OF NOBILITY”: PROVERBS AS MEANS OF PERSUASION FOR CITIZEN’S AWARENESS. THE CITY OF ATHENS CLEANING PROGRAM EXAMPLE

Résumé

The aim of this paper is to stress the use of proverbs as a process of communication strategy and means of persuasion in the context of the City of Athens cleaning program. The use of proverbs as an element of collective experience that makes them generally accepted in conjunction with their underlying message, makes them a promotional tool of this ini- tiative.