Publication: Poliacroasis y argumentación emocional. El discurso publicitario y la retórica cultural
Loading...
Date
2013
Authors
Urbina Fonturbel, Raúl
item.page.secondaryauthor
item.page.director
Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
publication.page.editor
publication.page.department
DOI
item.page.type
info:eu-repo/semantics/article
Description
Abstract
La Retórica cultural permite el estudio del funcionamiento comunicativo de diferentes
tipos de discursos y ha sido capaz de proyectar un análisis construido sólidamente a lo
largo de los siglos hasta abarcar y explicar la práctica totalidad de los discursos de
carácter persuasivo centrados en el receptor. La publicidad, por su parte, es un tipo
de discurso cultural característico de las sociedades contemporáneas con finalidad
eminentemente perlocutiva, ya que persigue que los receptores compren un producto,
se agrupen en torno a una tendencia, sean fieles a una marca o se adhieran a unas
determinadas ideas o principios. El discurso publicitario aglutina procedimientos
persuasivos de carácter ponderativo que se ensambla con el conglomerado de
componentes culturales que convierten las ideas, las marcas y los productos en
elementos característicos de la sociedad de mercado. La poliacroasis permite explicar
la pluralidad y diversidad de la recepción de los discursos y es una noción
fundamental para entender el carácter persuasivo del discurso publicitario, en el que
los destinatarios y potenciales consumidores prefiguran un target muy definido que
condiciona la estrategia de la campaña. Esta pluralidad y diversidad receptora cobra
una dimensión a la luz del estudio de la publicidad desde el ámbito de la
argumentación emocional, dado que la publicidad intenta ganar eficacia intentando
convencer más con las emociones que con las razones.
ABSTRACT: Cultural Rhetoric studies the communicative performance of different types of speeches throughout the centuries and explains persuasive speeches focused on the receiver. Advertising, meanwhile, is a kind of cultural discourse characteristic of contemporary societies eminently perlocutionary purposes. Pursue that recipients buy a product, are grouped around a trend, are loyal to a brand or adhere to some specific ideas. The persuasive advertising speech meets ponderatives procedures and is related to cultural components that become ideas, brands and products characteristic of the market society. The polyacroasis explains the plurality and diversity of the receipt of the speeches and is a fundamental concept to understand the persuasive nature of advertising discourse. In the language of advertising, target and potential consumers prefigure a very definite conditions the campaign strategy. This plurality and diversity receiving charges a light dimension to the study of advertising from the area of emotional argument, given that advertising tries to gain efficiencies trying to convince more to emotions than reason.
ABSTRACT: Cultural Rhetoric studies the communicative performance of different types of speeches throughout the centuries and explains persuasive speeches focused on the receiver. Advertising, meanwhile, is a kind of cultural discourse characteristic of contemporary societies eminently perlocutionary purposes. Pursue that recipients buy a product, are grouped around a trend, are loyal to a brand or adhere to some specific ideas. The persuasive advertising speech meets ponderatives procedures and is related to cultural components that become ideas, brands and products characteristic of the market society. The polyacroasis explains the plurality and diversity of the receipt of the speeches and is a fundamental concept to understand the persuasive nature of advertising discourse. In the language of advertising, target and potential consumers prefigure a very definite conditions the campaign strategy. This plurality and diversity receiving charges a light dimension to the study of advertising from the area of emotional argument, given that advertising tries to gain efficiencies trying to convince more to emotions than reason.
publication.page.subject
Citation
item.page.embargo
Collections
Ir a Estadísticas
Sin licencia Creative Commons.