This text seeks to look at a specific narrative of criticism by the company, that of the website dedicated to the ‘Pinocchio Prix’ des Amis de la Terre-France, a French section of the international NGO Friends of the Earth. This prize has been awarded in Paris for a number of years to ‘illustrate and... denounce the negative impacts of certain French companies, in complete contradiction with the concept of sustainable development which they use extensively’. An ironic (or sarcastic) prize, which seeks to highlight the contrast between communication and practice. This article seeks to investigate the discursive arrangements adopted on the Prize website to argue against companies that are identified each year as “guilty”, as it seeks to highlight specific rhetoric strategies used to build a negative “anti-subject” (a culprit), the French multinational company enemy of the environment and/or human rights, and is therefore exposed to criticism. ‘clouded to the e-pilori’, to put it under pressure and force him to take on truly ‘sustainable’ and solidarity-based behaviours. While this prize appeared to be relatively unknown to the general public, thousands of internet users (4.193 in 2008, 7.495 in 2009) took part in the electronic vote to elect the ‘winners’, the most ‘guilty’ companies and financial institutions of solidarist and environmentalist hypocrisy. This analysis will be carried out using tools that derive from the Semiotic and rhetoric approach to media discourse. Claude Zilberberg and other French semmiologists have defined the “rhetorical dimension” as “bringing together, with a view to the speech in the act, all the procedures for managing problematic co-habitation between two competing quantities” (Fontanille-Bordron 2000, 7; see Zilberberg 2006). From this point of view, the speech seems to us to be a field in which all the tensions and controversy that drive communication are: the term ‘quantity’ used refers to any type of discursive content (opinions, assessments, beliefs, views, etc.) that emerges in the speech to be supported, defended or, on the contrary, challenged and criticised. The speech on the Pinocchio Prize website shows us an interesting example of this condition of tension between cultural and discursive entities, controversial cohabitation and struggle with words, to convince the recipient. It will then be necessary to explore these tensions, to distinguish between different levels, using the categories of narratology and Semiotic. After a short identity card of the Pinocchio Prize and Friends of the Earth, we will therefore observe the word ‘portraits’ of a few 2009 ‘winners’ proposed on the site, distinguishing different strategies used.