Browsing by Subject "Advertising discourse"

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    El nuevo lugar común: del tópico clásico al topos publicitario
    (Presses Universitaires de Bordeaux, 2024-12) Bagué Quílez, Luis; Rodríguez Rosique, Susana; Literatura Española, Teoría de la Literatura y Literatura Comparada; Facultad de Letras
    This paper deals with the development of the notion topic since its origins in Rhetoric and Poetics to its new manifestations in advertising and poetic discourse. On the one hand, advertising appropriates classical clichés (tempus fugit, carpe diem, memento mori) to transform them into commercial merchandise; on the other hand, poetic discourse utilizes the advertising topoi to generate a multimodal dialogue. From a more general perspective, this paper vindicates the necessity of assuming textual limits as liquid borders that convey different discursive packaging.