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The specific object of research presented in this article is theoretical and empirical. The text situates its psycho-socio-semiotic problematic in relation to other semiotic paradigms, then applies the framework to analyze the reception of programmed variations in the discourse of highway safety. The goal is to evaluate the effect of the different linguistic, discursive, and iconic strategies when the seriousness of the danger is varied on the iconic and textual plane with respect to the evaluation of the risks for oneself and with respect to the level of comparative optimism.

Construction des sens en réception : La propagande de la sécurité routière à l’épreuve de ses destinataires